New Polaroid Now Generation 2 “Eames edition" in the timeless fiberglass color “Elephant Hide Gray” celebrating a legacy of innovation with the design pioneers Charles and Ray Eames
Polaroid and Eames Office are proud to announce their latest collaboration: the Polaroid Now Generation 2 Instant Camera in the timeless Eames fiberglass color “Elephant Hide Gray.” This release honors the rich design history and shared vision of these two legendary brands.
Since the 1970s, Polaroid and the Eames Office have been at the forefront of design and technology, democratizing creativity and pushing innovation boundaries. Charles and Ray Eames, among the most important designers of the 20th century, believed in accessible design, mirroring Polaroid's aim to simplify photography for everyone. Their partnership extended beyond collaboration, featuring Polaroid's instant photography in exhibitions and educational projects, and showcasing the SX-70 camera in their 1972 communication campaign. This synergy elevated Polaroid cameras as essential tools for artists, designers, and creatives, seamlessly blending art and technology while inspiring a new generation with their shared vision of user-friendly innovation.
Charles and Ray's holistic vision of design encompassed communication and education, which became evident in their masterful films for Polaroid. In turn, the instant camera soon led to an expansion of their creative signature and became an important feedback tool in the design process. The Eames Office is delighted to build on this shared design legacy with the Polaroid Now - Eames Edition.Eames Demetrios, Director Eames Office
The Polaroid Now Generation 2 Instant Camera in "Elephant Hide Gray" features a bold wrist strap inspired by the iconic Eames Toy’s geometric pattern. With self-timer and double exposure modes, a 2-lens autofocusing system, and 40% recycled materials, it is a beautiful piece of design history. Rechargeable via USB-C and compatible with Polaroid i-Type & 600 Film, it's a collector's item not to be missed.
The choice of "Elephant Hide Gray" is an homage to the timeless Eames aesthetic, symbolizing elegance and sophistication. This color serves as a bridge between past and present, seamlessly blending heritage with innovation.
Available from July 16th on Polaroid.com and select retailers worldwide.
Charles and Ray Eames founded their Los Angeles-based design practice, the Eames Office, in 1941, and produced significant contributions to architecture, furniture design, film, textiles, toys, exhibitions, and beyond. Through their work and its ongoing impact, the Eames Office reimagined the concept of a design studio in terms of philosophy, work ethic, and process.
Since Charles’ passing in 1978 and Ray's passing in 1988, the Eames Office has transformed from a multi-disciplinary design practice into a cultural and commercial organization. Led by the next generations of the Eames family, the Eames Office is dedicated to communicating, preserving, and extending one of the world’s most influential design legacies. To carry out its mission, the Eames Office works closely with authorized manufacturers to bring original Eames designs to market, introducing their work to new generations through educational programs, curated exhibitions, and brand collaborations. Further, the Eames Office also extends Charles and Ray’s legacy through its ongoing support of the Eames Foundation.
Website: www.eamesoffice.com | Instagram : @eamesoffice
© 2024 Eames Office, LLC
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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