Polaroid is making a comeback.
That's right. Don't believe me? Check out who they just named as their new Creative Director...
If their website is any indication, they are definitely riding on the tech wave, and doing a pretty kick ass job of it.
Polaroid says,
The collaboration will deliver new products that mix the best of “instant” with digital era multi-media. Lady Gaga has a personal connection to the Polaroid experience that she wants to share with the world through the introduction of products that will appeal to a new generation –building on the Polaroid movement into the future.
Gaga looks so Grace Kelley-esque in the bottom right polaroid
If I remember correctly, Polaroid ended instant film in 2008, and hipsters everywhere were rushing to Wal-Mart (who I think was the only retailer carrying the film) to buy out all the stock. Urban Outfitters, being the representative for hipsters everywhere, announced in late 2008 that they would sell the remaining 700 sets of instant film across the US and UK. Well, never fear hipsters, it may have been a tough year without your film, but Polaroid has come back with a vengeance.
It seems that they have realized that they need to get back to the core of their brand. Polaroid was at one point a noun. You would say, check out this Polaroid, instead of 'photo' or 'picture'. I think they may have figured out a way to get back. Enlisting Lady Gaga (recently named Time's most influential person) was not a bad idea.
Only time well tell if this realization comes too little too late, or if there is still a viable market out there for instant. I am putting my money on my feeling that there are enough people out there too keep the brand relevant. The new Polaroid 300 I must admit looks pretty cool, and it even comes in 3 colors!
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