Today marks the launch of Polaroid Originals – a new brand dedicated to analogue instant photography. The first product in this new range is a new analogue instant camera called named the Polaroid OneStep 2. Successor to the original Polaroid OneStep, the One Step 2 offers a built-in flash, easy USB charging, long-lasting battery and a self-timer. The camera is available for pre-order, pricedat £109.99.

Polaroid Originals simultaneously introduces a new generation of original format instant film, with colour, black & white, and a range of special editions to choose from. It is available for modern analogue instant cameras like the OneStep 2, as well as for key vintage Polaroid camera formats. New I-type film for the OneStep 2 is priced at £14.99 with eight pictures per pack. Film for vintage formats – the Polaroid SX-70, 600 and Spectra – is priced from £17.99.

Polaroid Press Release

The return of the Original

Polaroid Originals is bringing back analogue instant photography straight from its iconic roots - reinvented for today

RELAUNCHING TODAY | 14 SEPTEMBER 2017 | www.polaroidoriginals.com

September 14th marks the launch of Polaroid Originals – a new brand dedicated to analogue instant photography. The launch coincides with the 80th anniversary of Polaroid, founded by Edwin Land in 1937. Polaroid Originals is rooted in the iconic cultural status of the brand that inspired countless artists and became part of popular culture for decades. 

 “The past years have seen a strong revival of analogue instant photography” explains Oskar Smolokowski, CEO of Polaroid Originals. “This growing demand goes beyond nostalgia. In today’s fast-paced, digital world a tangible object outside of your phone screen becomes a valued artefact. It’s also completely unique and impossible to reproduce”.

Polaroid Originals is launching a new analogue instant camera, named the Polaroid OneStep 2. It is a proud successor to the original Polaroid OneStep, the camera that democratised instant photography 40 years ago with its ease of use. Priced at £109.99 and with the same point-and-shoot usability as its predecessor, the OneStep 2 invites everyone to join the revival of analogue instant photography. With a powerful built-in flash, easy USB charging, long-lasting battery and a self-timer, the camera is designed for today.

Polaroid Originals simultaneously introduces a new generation of original format instant film, with colour, black & white, and a range of special editions to choose from. The new film features the distinct dreamy aesthetic that Polaroid is famous for. It is available for modern analogue instant cameras like the OneStep 2, as well as for key vintage Polaroid camera formats. Dedicated to keeping the legacy alive, Polaroid Originals also sells fully refurbished vintage Polaroid cameras.

Oskar Smolokowski summarises the motivation behind the Polaroid Originals brand, “When it comes to capturing a moment and bringing people together, there’s nothing quite like a Polaroid photograph”.

The Polaroid OneStep 2 analogue instant camera will be available for pre-order from September 14th at polaroidoriginals.com, and at a range of national retailers from the end of October for £109.99.

Polaroid Originals new generation film will also be available from September 14th and features the distinct, dreamy aesthetic of analogue instant photography. New I-type film for the OneStep 2 is priced at £14.99 with eight pictures per pack. Film for vintage formats – the Polaroid SX-70, 600 and Spectra – is priced from £17.99.

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