Though Polaroid, one of the first film companies and a titan of the industry throughout the twentieth century, went out of business in 2008, The Impossible Project is continuing its mission to keep the company alive by rebranding itself as Polaroid Originals. Though the company is completely unaffiliated with Polaroid, it's using the leftover power of the brand to sell analog instant photography equipment and film.
As part of the brand launch, Polaroid Originals has released a new product called the Polaroid OneStep 2. The camera is a modernized recreation of the original Polaroid OneStep, the portable instant camera that first debuted 40 years ago. The additions for the OneStep 2 include a self-timer, built-in flash, and a USB charger. Further, Polaroid Originals has released a new line of film stock upon launch.
Relaunched Independent Camera Companies
The Impossible Project Has Rebranded as Polaroid Originals
Trend Themes
1. Relaunched Independent Camera Companies - The rebranding of The Impossible Project as Polaroid Originals demonstrates the trend of independent camera companies reviving iconic brands to capitalize on nostalgia and cultural appeal.
2. Analog Instant Photography Equipment - The launch of Polaroid Originals and the Polaroid OneStep 2 camera represents a trend of renewed interest in analog photography, catering to a niche market seeking tangible and vintage experiences.
3. Modernization of Classic Cameras - The introduction of the Polaroid OneStep 2 with updated features showcases the trend of modernizing classic cameras to appeal to contemporary photographers while staying true to the brand's heritage.
Industry Implications
1. Camera Manufacturing - The relaunch and rebranding of independent camera companies like Polaroid Originals creates disruptive innovation opportunities within the camera manufacturing industry, encouraging competitors to revitalize iconic brands and cater to the growing demand for analog photography.
2. Film Production - The release of new film stock by Polaroid Originals provides opportunities for disruptive innovation in the film production industry, inspiring other companies to explore analog film manufacturing as a niche market.
3. Retail and E-commerce - The resurgence of interest in analog instant photography equipment presents disruptive innovation opportunities within the retail and e-commerce sectors, as businesses can tap into the nostalgic appeal of physical photographs and offer unique products and services catering to this market.