Letter from the CEO

Dear friends of Polaroid,

It's hard to believe it's been five years since we launched Polaroid Originals and brought the OneStep2 to the world! It's been a busy half decade for us and I'm incredibly proud of what we've achieved as a team. I like to think that throughout this time we've done our homework. We launched multiple affordable cameras, moved half our users to a type of camera that doesn't need a battery in the cassette, and created a new small format with the Go. We've made big progress in the stability, quality, and ease of use of our film. We've set a healthy foundation for the company to keep going. And during all of this we grew incredibly, from about 150 people in 2017, to well over 300 today.

I think it's important to put this in context. The Polaroid of the ‘70s we all know and love was twenty thousand people strong. Twenty thousand. We are 1.5% of that, and we are just at the start of this incredible chapter.

We have big ambitions for the future, and I want to tell you a little bit about them. Firstly, it's important to say that Instant Photography is our heart and soul, and we will never stop caring for it–in fact we have big plans to continue work on both the quality of our film, and the capabilities of our cameras.

But today, we have something completely new that we're incredibly excited to share: our first steps into the world of music.

Polaroid has always been at its best at the intersection of Art and Science, making products that inspire and empower the creativity in all of us. We talked a lot about where we could go next, and music kept popping up throughout our history - first with a sketch we found from the ‘70s, then with my first project at Impossible Project in 2012, trying (and failing) to put music on a Polaroid photo. Now we’re back with something beautiful in the space we can proudly show all of you - Polaroid Music.

Polaroid Music consists of two things:

1. Polaroid Players: four beautiful Bluetooth speakers powered by a unique UX and a dedicated Polaroid Music app, prioritizing hands-on interaction and minimizing phone usage.

2. Polaroid Radio: a new kind of experimental music platform - five FM-like, artist curated, free, (and ad-free!) sonic worlds.

These are our first steps. We'll work hard to continue evolving them, adding features as we go, and listening to feedback. We're new in the music world but intend to learn quickly and bring as much color and freshness to the space as we can. I hope you love Music In Full Color as much as we do!


We are working hard on something new in the instant world too. An instant camera that can rival the titans of the ‘70s and ‘80s in terms of picture quality. A new camera for i-Type film that I've been dreaming of since 2016. I can't tell you more yet, but it's coming next year!!!

Oskar Smolokowski

Polaroid Chairman

About Polaroid

Polaroid was founded in 1937 by Edwin Land as an icon of innovation and engineering. The company’s launch of the Polaroid Land camera in 1947, which marked the genesis of instant photography, and subsequent introduction of the breakthrough Polaroid SX-70 camera in 1972 and many others, would firmly cement Polaroid’s standing as a technological pioneer and cultural phenomenon during its peak. However, at the turn of the century, the company would be faced with new realities surrounding digital technology’s swift rise and ceased the production of instant film in 2008. But that was short-lived; a dedicated group of instant photography fans would save the last Polaroid factory in the Netherlands under the name ‘The Impossible Project,’ paving way for the eventual rebirth of the original ‘Polaroid’ brand in the years following.

Today, Polaroid is in pursuit of unlocking the beauty in everyday life with instant photography tools that empower creators across the globe to capture meaningful moments. With recent introductions like the world’s smallest instant camera, the Polaroid Go camera, and the world’s first instant camera with built-in manual controls, the Polaroid I-2 camera, the company that we have come to know and love for over 80 years is rooted back in the spirit of analog innovation for the modern age.

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