The defunct Polaroid camera is staging a major comeback. Once the only way to achieve instant gratification in photography, the snap-happy invention obviously fell by the wayside, thanks to all the digital competition —until now. Impossible Project, the company tasked with refurbishing the Polaroid factory in Berlin—while rescuing 200 million instant cameras from their demise—is aiming to revive the Polaroid format for the 21st century.
“We tried hard to balance both worlds: the magic of analog [with] the power, precision and ease of the digital world,” said Oskar Smolokowski, the CEO of Impossible Project. He tapped the resources of Acne Studios co-founder and Teenage Engineering founder, Jesper Kouthoofd, to update the sleek exterior of the I-1 Analog Instant Camera. The interior is affixed with Bluetooth and app capabilities, allowing pics to be uploaded to social media in real time; however, pictures can still be printed on the spot. And thus, instant gratification lives on to see another day.