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