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Polaroid Joins Y2K Resurgence with New Colors for Now Gen 2

Polaroid Joins Y2K Resurgence with New Colors for Now Gen 2

In a world of digital perfection, the appeal of analog authenticity remains strong. Polaroid, the legendary brand that pioneered instant photography for over 80 years, has embraced the Y2K trend with the launch of its Now Generation 2 Instant Camera in two new colorways: Vintage White and Purple. This release, announced on September 6th, 2024, is a nostalgic nod to the early 2000s, an era marked by creative expression without the polished filters of today’s digital world.

A Journey Through Time: The Essence of Real-Life Capture

To celebrate the new release, Polaroid’s Asia team, together with community ambassador Shmolech Wong, embarked on a visual journey through Hong Kong’s most iconic street culture spots. These locations, steeped in the raw energy of the 2000s, provided a fitting backdrop for capturing authentic moments through the lens of Polaroid instant cameras. The combination of analog and modern vibes highlighted the tension and harmony between the physical and digital worlds, making it a fitting tribute to both eras.

A Blend of Classic and Modern Features

The Polaroid Now Generation 2 Instant Camera offers a perfect mix of analog aesthetics and modern functionality. Equipped with a two-lens autofocus system, the camera delivers sharp, clear shots. Its self-timer and double exposure modes allow for even more creative possibilities. Staying true to its roots, the camera is compatible with Polaroid’s classic full-size i-Type & 600 Films, offering a truly authentic instant photography experience.

New Colorways: Vintage White and Purple

The newly launched Vintage White and Purple colorways evoke the spirit of the 2000s, offering creators a stylish way to capture life’s spontaneous moments. These new models are now available at select retailers for HKD 1099.

About Polaroid

Founded in 1937 by Edwin Land, Polaroid has been at the forefront of innovation, introducing the world’s first instant camera in 1947. The company’s influence reached its peak in the 1970s with the launch of iconic models like the SX-70. Despite a brief pause in instant film production in 2008, Polaroid made a comeback, thanks to The Impossible Project, which saved the last Polaroid factory. Today, Polaroid continues to empower creators worldwide with its analog tools, from the world’s smallest instant camera, the Polaroid Go, to the Polaroid I-2, the first instant camera with manual controls.

Get your hands on the new Polaroid Now Generation 2 Instant Camera today and relive the magic of analog creativity.

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