Polaroid i-Type Color Film Round Frame Retinex
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Polaroid i-Type Color Film Round Frame Retinex

Polaroid unveils limited edition film: A captivating fusion of art and science

New Polaroid i-Type Color Film Round Frame Retinex celebrates Edwin Land's color Theory with vibrant circular frames. 

October 3rd, Polaroid proudly presents its latest addition to the film lineup: the "Round Frame Retinex" special edition film. The release pays homage to the Retinex Theory, created by Polaroid founder and great inventor Edwin Land. The special edition film delves into the perception of colors in relation to their surroundings. This unique film design captures the mesmerizing interplay of colors that Land's theory highlights. 

Francesco Sambati
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Kosuke Saito
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Francesco Sambati
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Innovation and Science Converge 

At its core, the Retinex Theory unravels the intricacies of how human eyes and brain interpret colors, shedding light on the dynamic interplay between an object's color and its surroundings. Polaroid's new film captures and accentuates this enchanting phenomenon, promising a one-of-a-kind visual adventure.


What sets this special double pack edition apart are the 10 distinct frame designs. These frames act as the perfect canvases, magnifying the interplay of colors. Each photograph taken with the Polaroid Round Frame Retinex Edition Film encapsulates the wonder of color perception and honors Edwin Land's pioneering theory.  

These limited special edition frames are a genuine tribute to Polaroid's rich heritage, allowing photography enthusiasts to own a piece of our history. It's a fusion of science and design that embodies our commitment to innovation and Edwin H. Land enduring legacy.   Polaroid Chairman, Oskar Smolokowski

A Visual Odissey

Polaroid collaborated with Charlie Toqué, Animation Director at Thisis Jelly, to create a lively animation set in an imaginative and psychedelic world. The visual storytelling serves as an engaging lesson on the Retinex Theory, adding an entertaining play on color theory.  

Polaroid - Color is weird

This special edition boasts 10 distinct frame designs within the double pack of 16 films in total, transforming each shot into a canvas that magnifies color interplay. The Polaroid i-Type Color Film Round Frame Retinex Edition is available for purchase on polaroid.com and select retailers worldwide starting October 3rd. 

Price: €33.99 / £31.99 / $33.99 per Double Pack. 

Polaroid i-Type Color Film Round Frame Retinex
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Polaroid i-Type Color Film Round Frame Retinex
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Polaroid i-Type Color Film Round Frame Retinex
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For more information, please contact: 


*Please ensure that all imagery is credited to the photographer in the filename (if provided) as well as Polaroid. 

Favicon for press.polaroid.com Download Retinex Press Kit press.polaroid.com

About Polaroid

Polaroid was founded by Edwin Land in 1937 as an icon of innovation and engineering. The company first produced ski goggles and 3D glasses for the US Army and Navy. It wasn’t until 1943 when Land’s daughter asked why she couldn’t see a photograph of herself immediately that the idea for the instant camera was born. In 1947 it became a reality with the first ever instant camera.

It was the introduction of the breakthrough Polaroid SX-70 camera in 1972 that launched instant photography.

As we know it today, followed by landmark innovations such as the original OneStep, instant color film; and the Polaroid 600 and Spectra cameras and film formats.

Polaroid cameras went on to inspire artists such as Andy Warhol, Helmut Newton, Robert Mapplethorpe, Maripol, Keith Haring, and Guy Bourdin who raised the brand to the status of a cultural icon.

In the 1990s and 2000s, the swift rise of digital technology eclipsed instant photography and Polaroid announced the end of instant film production in 2008. But that was short-lived; a dedicated group of instant photography fans under the name ‘The Impossible Project’ saved the last Polaroid factory in the Netherlands. Since then, they have been the only people in the world making film for vintage Polaroid cameras.

In 2017, The Impossible Project re-launched as Polaroid Originals: a brand dedicated exclusively to Polaroid’s original analog instant photography products. Bringing analog instant photography back under the Polaroid umbrella was a significant milestone, but it was not the end of the journey. In March 2020, Polaroid took the next step and became one brand, with the one name: Polaroid.

Today, Polaroid has analog instant photography at its core and represents the brand that people all over the world came to know and love for over 80 years. By unifying its entire product portfolio under one name, Polaroid is setting out its new vision as a global brand that will continue to create products that bring people together in human and meaningful ways.

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