Polaroid and Eames Office - Two iconic Brands Reunite
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.
A shared Design Legacy
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
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The Collection
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.
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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.
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