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With the shrunken down silhouette of the iconic Polaroid OneStep and the classic rainbow-on-white colourway, the Go looks well-positioned to be a stylish, take-anywhere instant camera. It features fully automatic exposure – simply point and shoot – along with a 34mm equivalent lens, a dynamic flash with manual override, a self-timer, a selfie mirror and a creative double exposure mode. Power comes courtesy of a USB-rechargeable battery and a full charge should be good for up to 15 packs of film.
A new, smaller camera needs a new, smaller film to pair with it. Like the camera, Polaroid’s new Go film is its smallest format yet, measuring 67mm by 54mm and offering a 47mm x 46mm image area. For comparison, rival Fujifilm’s rectangular Instax Mini film offers a 61mm x 46mm image. This format is significantly smaller than Polaroid s standard i-Type and 600 offerings but it s also set to be a fair bit cheaper with a double pack containing 16 shots set to retail for £19.
Instax Mini
First launched by Fujifilm in 1998, Instax Mini (£29.50 for 40 shots) snaps offer wallet-sized prints measuring 54 x 86mm, while the actual picture area is a tiny 46 x 62mm. You get 10 shots in each pack and one pack usually costs just under a tenner. Instax Mini offers the biggest range of different films, including monochrome and scores of different coloured borders, many of which are limited edition. Takes around 90 seconds to develop.
Instax Square
Bringing Instax tech to a bigger print, these square-shaped snaps measure 86 x 72mm with a picture size of 62 x 62mm. Like its Mini counterpart, Instax Square film (£17 for 20 shots) takes around 90 seconds to develop and offer 10 snaps per pack, with a price tag of around £15. The film comes in both colour and monochrome, and there are also a few options with different coloured frames.
December 15, 2020 9:58 am
In 2008, a small group of die-hard fans saved the last remaining Polaroid factory, located in the Netherlands, from shutting down.
Calling themselves the Impossible Project, the small cadre of instant photography fans became the “brand guardians” of the nine-decades-old Polaroid name. The team focused on producing film to begin with, and it wasn’t until 2017 that Polaroid began making cameras again.
“Most people don’t know the current iteration of Polaroid is different from the company they remember from the height of its fame 30 years ago,” says creative director Ignasi Tudela.
Since its relaunch, the Polaroid in-house design team has been growing and is now tasked with all elements of the much-loved brand, from physical products, to packaging, advertising and e-commerce. It is a “labour of love”, according to Polaroid chief design officer Ignacio Germade.