Supersense is a new "analogue concept store" in Vienna, Austria, which will offer exclusive analogue products including the world’s first analogue instant pinhole camera, Impossible film, refurbished cameras, and a new range of Impossible cameras and Instant Lab products. The unique shop is the brainchild of Impossible founder, Florian Kaps, shortly after he retired from the company. “After spending an extended period with my family, I began revisiting the contacts and stores that I had come across during my time at Impossible,” Florian says. “It has always been a dream of mine to create a base, a single resource, for all analogue lovers and offer them a hands-on experience of what a truly broad and inclusive analogue culture can be." Supersense is located at Praterstraße 70, 1020 Vienna.

Impossible Press Release

IMPOSSIBLE PARTNERS WITH IMPOSSIBLE CO-FOUNDER, DR. FLORIAN KAPS IN SUPERSENSE, A NEW ANALOGUE CONCEPT STORE IN VIENNA.

Following his retirement, just one year ago, from Impossible, the company he co-founded in 2008, Impossible is pleased to announce that Dr Florian Kaps will feature Impossible film, refurbished cameras, and a new range of Impossible camera and Instant Lab products in an exciting new concept store he has just opened in Vienna, Austria.

SUPERSENSE is devoted to all things analog, a temple to ‘retro’ and slow culture. Part workshop, part stylish retail space, Supersense also features a café, a live music space, and an analogue recording studio, all laid out within an 19th century Viennese Doges palace.

Supersense will offer exclusive analog products – not just related to photography – and custom collaborations that will only be available from the store. Among them will be the world’s first analogue instant pinhole camera, designed for Supersense by Impossible and featuring Impossible’s own instant film processing unit.

The store idea was conceived by Impossible founder, Florian Kaps, shortly after he retired from the company.

“After spending an extended period with my family, I began revisiting the contacts and stores that I had come across during my time at Impossible,” Florian says. “It has always been a dream of mine to create a base, a single resource, for all analog lovers and offer them a hands-on experience of what a truly broad and inclusive analog culture can be.”

In April, 2014, Impossible withdrew from direct involvement in retail to focus more narrowly on the research and development of new instant films (and further refining its existing films), as well as the design and manufacture of ‘next generation’ instant cameras.

“Even with just four small Impossible Project Spaces of our own around the world, I felt we were spreading ourselves too thinly,” says Creed O’Hanlon, the Berlin-based Australian who succeeded Florian Kaps as Impossible’s Chief Executive. “Impossible is still very much a start-up. Right now, our priority must be the excellence of our film and camera products. We still have lot of work to do – and a need for even deeper investment.”

O’Hanlon adds, “We felt our ‘bricks and mortar’ retail customers would be better served by others more able to focus more directly on their individual needs. The company retains a small Project Space in Paris but has closed its spaces in Vienna, Tokyo and New York. It has also shelved plans for a London space. 

“Florian’s Supersense is an enviable model for an urban retail space offering a multi-faceted experience  of  analog  technology  and  culture,”  says  O’Hanlon.  “No-one  has  a  better understanding of these than Florian. And no-one has a better understanding of the Impossible brand. So it made sense that we collaborate with him very directly in presenting not only Impossible’s existing products but also some unique one-offs within this new space."

It is hoped Supersense will be the first of many successful collaborations with unusual concept retail spaces.

SuperSense is located at Praterstraße 70, 1020 Vienna, Austria.

Shop Opening hours:
Monday - Friday: 11:00 - 19:00
Saturday: 11:00 - 17:00

For more information, please visit www.supersense.com

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