Dutch Company Introduces A New Product Based On Original Polaroid Camera

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Eric Lieberman Managing Editor
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The Polaroid instant camera is back after the eponymous company stopped making the devices roughly 10 years ago.

The new product, called the OneStep 2, is available for pre-order and will ship in mid-October, the company announced Wednesday. While the camera is being introduced during an era experiencing technological advances like face-scanning and other biometrics capabilities, the OneStep 2 is equipped with fairly rudimentary features, perhaps in an attempt to maintain its old-fashioned spirit.

Details so far are sparse, but show that the OneStep 2 has a timer and a flash — like many other cameras of decades past — as well as a USB port for charging. It also uses a new type of film developed in recent years.

Polaroid, though, isn’t the one directly offering the device. The Impossible Project took over the company several years ago, and its largest shareholder acquired it in May, along with its patents and intellectual property. Impossible Project, the Dutch photography company, changed its name to Polaroid Originals after the purchase.

“The OneStep 2 is an analog instant camera for the modern era, blending classic design with contemporary style. It’s inspired by Polaroid’s original OneStep, but updated to create a simple, easy-to-use instant camera that works straight out of the box,” the website for the product, which costs $99.99, reads. “It’s got a high quality lens and a powerful flash to give you great photos every time, and its long-lasting rechargeable battery means you’ll always be ready to shoot, whether you’re on a brief excursion or a journey round the world.”

By ostensibly resuscitating Polaroid, the Impossible Project (now Polaroid Originals) seems to be fulfilling its original goal set many years ago.

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