In March, Polaroid Originals will mark its final chapter of its 2017 revival story, returning to its original name 'Polaroid' and unifying the brand to create products that bring people together in meaningful ways. As the company states, “It’s time for the next step in Polaroid’s 82 year journey—a Polaroid for Now.”
To celebrate, Polaroid will unveil a fresh new look and feel for the decade, debuting with its new autofocus instant analog camera range, Polaroid Now.
Launching on March 26, Polaroid Now presents an easier point-and-shoot camera for everyone. With a newly developed autofocus lens system, longer-lasting battery, accurate flash, and a friendlier more functional camera design, it has never been easier to snap the perfect Polaroid photo—whatever level your photography skills.
Embodying Polaroid’s new look for the decade, the Now camera range will be available for a limited time in each of Polaroid’s five iconic rainbow colors: red, orange, yellow, green and blue—and will land alongside the classic black and white cameras, which will continue to be the core colorways. The new camera design embraces curved, fluid lines marking a move away from the angular cases of the past, allowing users to hold, view and use with ease.
On the redesign Polaroid’s CEO Oskar Smolokowski stated, “In the 70s, Polaroid changed the rules of branding with the introduction of bold, full panel rainbow spectrums across our product lines, inspiring a host of legendary brands to this day. As this new decade marks a new chapter in the Polaroid story, it’s a moment for us to celebrate that heritage, while keeping our sights set on the future. The new identity for 2020 reflects this, boldly reclaiming the color spectrum as uniquely Polaroid.”
The rainbow spectrum continues to weave through the brand’s offering with the launch of its new special edition instant film, Color Wave. The colorful new film features a host of hues, from moody blues to warming orange and red frames, perfect for moments in the sunshine. Alongside this, the Color i-Type Film Black Frame Edition will be available for the first time and will become a permanent fixture in the Polaroid product offering.
Polaroid Now allows you to focus on the moment at hand; with new technology that does the rest. Unlike its predecessors, the OneStep 2 and OneStep+, the new instant camera enjoys a lens that automatically switches between distance and portrait formats—for a more precise shot each time. A standout feature for the camera is its accurate flash, which takes lighting conditions into consideration, allowing for great results in lower lighting situations even when you’re not using the flash. Polaroid Now also boasts a long-lasting battery life—with the power to shoot 15 packs of film—making it the perfect accessory for any adventure.