# Polaroid B.V.

Polaroid B.V. (trading as the second incarnation of Polaroid and formerly as Polaroid Originals) is a Dutch photography and consumer electronics company, founded as a manufacturer of discontinued film for Polaroid Corporation instant cameras. In addition to film, the company produces new instant cameras under the Polaroid brand name as well as wireless speakers and other accessories.
Polaroid B.V. was founded in 2008 as The Impossible Project (sometimes known as Impossible). In 2017, Polaroid Corporation's brand and intellectual property were acquired by Impossible Project's largest shareholder and the company was rebranded as Polaroid Originals. In March 2020, Polaroid Originals branding shortened its name to Polaroid.

## History

The Impossible Project was founded in 2008 after the original Polaroid announced in February of that year that it would stop producing film for Polaroid cameras. The founders were Florian Kaps, André Bosman, and Marwan Saba. In June 2008, Kaps and Bosman met at the Polaroid factory's closing event and decided to found a company to produce materials for Polaroid cameras. In October 2008, Impossible bought Polaroid's remaining production machinery for $3.1 million and leased the north building of the Polaroid plant that had been operating in Enschede, Netherlands. Using that equipment and plant, they developed new instant film products for use in some of the existing Polaroid cameras, and began mass production and sales in 2010. They generated US$270,000 in profit on US$4 million in revenue and sold 500,000+ units.
In January 2012, the company announced that it and Polaroid would launch a range of collectible products, called The Polaroid Classic range, that originates from different periods of Polaroid's history. Between six and ten products will be released each year. In July 2013, Florian Kaps announced his retirement from the project and Creed O'Hanlon took over as CEO.
In December 2014, The Impossible Project announced that Oskar Smołokowski would be their new CEO and Creed O'Hanlon would become the executive chairman of Impossible's management board.
Polaroid (Impossible BV) has offices in Vienna, Berlin, New York City, and Tokyo, and has licensed its name to stores in Germany, Spain, and London.
In May 2017, Wiaczesław Smołokowski (father of Impossible's CEO as well as being its largest shareholder) acquired the brand and intellectual property of the original Polaroid corporation. Impossible Project was renamed Polaroid Originals in September 2017. In March 2020, the company rebranded again, changing its name to simply Polaroid.

## Products
### Instant film

Polaroid manufactures SX-70 and 600 film, i-Type film, Go film, and large format 8x10 film. Unlike the original large format 8x10 film, the new 8x10 is an integral film with the positive and the negative kept together. The wide-format Spectra film, produced between 2010 and 2019, was discontinued in October 2019 as a result of technical issues and motor jams from ejecting new film.
The SX-70, 600, and i-Type film all have the same length and width measurements, 4.2 x 3.5 in (107 mm x 88 mm) with a 3.1 x 3.1 in (79 mm x 79 mm) square image area. The smaller-format Go film measures 2.623 x 2.122 in (66.6 mm x 53.9 mm) with a 1.851 x 1.811 in (47 mm x 46 mm) image area. The integral zinc-chloride battery that was in the original film of the SX-70 and 600 is replaced with a lithium-ion system in Impossible's remakes. The i-Type and Go, for which integrated rechargeable batteries are part of the camera itself, do not have a battery in their film. Current SX-70 film has a speed of ISO 160; all other lines are ISO 640. Except for the 8x10 film (which comes in 10 sheets per box), all films are sold in units of 8 exposures.
In addition to the usual white-framed film, Polaroid BV has made 600 and i-Type films with special frame colors, patterns, and/or shapes. These can be limited in quantity and become discontinued earlier. For the classical SX-70 and 600 series, many earlier "test versions" are listed as well.
| Discontinued | Current |
Polaroid 600 :
| Film name | Type | ISO | Release | Discontinued | Characteristics |
| PX 600 Silver Shade First Flush | B&W | 600 | February 2010 | ??? | First flush, first supplied to artists, then to regular customers |
| PX 600 Silver Shade v05 | B&W | 600 | May 2010 | ??? | |
| PX 600 Silver Shade v06 | B&W | 600 | June 2010 | ??? | |
| PX 600 Silver Shade UV+ | B&W | 600 | June 2010 | ??? | UV+ sheet improves the black & white tone; also versions in black, grey, and gold frame. |
| PX 600 Silver Shade Cool | B&W | 600 | June 2010 | ??? | |
| PX 680 Color Shade Beta | Color | 680 | ??? | ??? | |
| PX 680 Color Shade Beta 2 | Color | 680 | ??? | ??? | |
| PX 680 Color Shade First Flush | Color | 680 | ??? | ??? | |
| PX 680 Color Shade Cool | Color | 680 | June 2012 | ??? | |
| PX 680 Color Shade Block Party | Color | 680 | ??? | ??? | Urban Outfitters Exclusive |
| PX 680 Color Shade V4B Test Film | Color | 600 | July 2012 | July 2012 | |
| PX 680 Color Protection | Color | 600 | ??? | ??? | |
| Ltd Edition Generation 2.0 Color 600 Film | Color | 600 | ??? | ??? | |
| Cyanotype Film for 600 | Color | 600 | January 2015 | ??? | |
| B&W 600 Film | B&W | 640 | March 2015 | Available | White frame |
| Third Man Records Edition Black & Yellow Film for 600 | B&Y | 600 | ??? | ??? | Black frame, Black and Yellow film |
| Black & Red Duochrome for 600 | B&R | 640 | ??? | ??? | Black frame, Black and Red film |
| Black & Orange Duochrome for 600 | B&O | 640 | ??? | ??? | Black frame, Black and Orange Film |
| Black & Pink Duochrome for 600 | B&P | 640 | ??? | ??? | Black frame, Black and Pink film |
| Color 600 Film | Color | 640 | ??? | Available | White, white round, and color frames |
| Black & Yellow 600 Duochrome Edition Film | B&Y | 640 | August 2020 | ??? | Black Frame, Black and Yellow Film |
| Black & Green 600 Duochrome Edition Film | B&G | 640 | June 2022 | ??? | Black Frame, Black and Yellow Film |
| Blue 600 Reclaimed Edition Film | Blue | 640 | April 2023 | July 2023 | Experimental chemistry incorporating reclaimed factory waste material |
i-Type :
| Film name | Type | ISO | Release | Discontinued | Characteristics |
| B&W Film | B&W | 600 | October 2013 | January 2015 | "Impossible Hardware", Type-600 film without battery |
| Color Film | Color | 600 | October 2013 | January 2015 | "Impossible Hardware", Type-600 film without battery |
| Color i-Type Film | Color | 640 | September 2017 | Available | Type-600 film without battery |
| B&W i-Type Film | B&W | 640 | September 2017 | Available | Type-600 film without battery |
Go :
| Film name | Type | ISO | Release | Discontinued | Characteristics |
| Color Go Film | Color | 640 | August 2021 | Available | Compatible only with the Go camera |

#### Future and other formats

The Impossible Project has stated that they will not manufacture packfilm "in the foreseeable future", due to the investment required, and cannot produce 4x5, Type 100, or Type 80 films, Polaroid 500 film and I-Zone film as they do not have the production machinery. These were disassembled along with the factories that used to produce the film when Polaroid filed for bankruptcy.
Impossible founder Florian Kaps left the company in July 2013 and later founded a coffee house and photo studio in Vienna called SUPERSENSE. Kaps revealed through a series of blog posts and interviews in 2016 that he had personally approached Fuji about acquiring their machinery in an attempt to rescue their soon-to-be discontinued FP3000b and FP100b packfilm products. Kaps was unsuccessful in this pursuit, but motivated by his disappointment in Fuji's decision, he established the Analogue Product Institute (API) with the goal of "developing a NEW generation of analog instant packfilm [and] Establishing a rich network of new suppliers, manufacturers and financiers from all over the world".

### Hardware

Polaroid produces its own hardware and refurbishes Polaroid Corporation cameras.

#### Instant Lab

The Instant Lab is a device that exposes digital images from a smartphone onto analog instant film, using the light produced by the screen.
The first generation of the Instant Lab was introduced in October 2013. It supports the iPhone 4, 4s, 5, 5c and 5s, as well as the iPod Touch. The device was produced after a successful crowd-funding campaign on Kickstarter.
Impossible Project introduced a new battery-less film cartridge design for use with the Instant Lab. The system, now known as the i-Type system, is a Polaroid 600-type cartridge stripped of the battery. The Instant Lab is internally-powered and does not rely on the battery to work. It works with all Polaroid square film formats, that is the original 600, the battery-less i-Type, and the less sensitive SX-70.
A "universal cradle" was later released for Instant Lab 1.0 to accommodate different screen sizes on the iPhone 6 and various Android phones. It turns the device into the newer Instant Lab Universal (2015), a new generation announced at Photokina 2014.

#### Hi•Print

Released in August 2020 the Hi•Print is a Bluetooth portable printer that uses dye-sublimation to create 2.1 inch x 3.4 inch prints with an adhesive backing to be used like a sticker. The printer uses 10 pack cartridges containing both paper and dyes. Much like the Instant Lab, the device is controlled via an app. Unlike Polaroid's other hardware, the Hi•Print is an entirely digital system.

### Instant cameras
#### Impossible I-1

In 2016, Impossible started manufacturing its own instant camera, the Impossible I-1. It is a part of the company's original i-Type system, which uses its new i-Type film and 600 film. It features Bluetooth connectivity for remote control, double-exposure, advanced manual settings, among other features. It was designed by Teenage Engineering.

#### Polaroid OneStep 2

In September 2017, Polaroid Originals announced the Polaroid OneStep 2 instant film camera that uses its i-Type film and 600 film. In the first version of this camera, framing is done by looking through a window on the back of the camera. Later in 2018, the company released a version with a built-in viewfinder that makes framing more accurate, the OneStep 2 Viewfinder.

#### Polaroid OneStep+

In September 2018, Polaroid Originals introduced the Polaroid OneStep+ instant film camera that uses i-Type film and 600 film. The OneStep+ has built-in Bluetooth wireless technology that allows the camera to be paired with the Polaroid Originals app on an iOS or Android smartphone or tablet. This enables six new features: remote trigger, double exposure, light painting, self-timer (with up to a 12 s countdown), manual mode (controlling aperture, shutter speed, flash intensity, and photos ejection) and noise trigger. The OneStep+ has an additional portrait lens, with a minimum focusing distance of 30 cm. A slide toggle on the top of the camera switches between the two lenses.
The camera also includes a higher-capacity battery (recharged through a microUSB adapter), a built-in flash, and a viewfinder.

#### Polaroid Now

In March 2020, along with Polaroid Originals' rebranding to Polaroid, the Polaroid Now was released. Much like the OneStep+ the Now uses 600 or i-Type film and features 2 stage Autofocus without the need to manually change focus points, a Self-timer and built-in flash. Unlike previous cameras, Exposure compensation is adjusted by holding the flash button and shown using the frame counter window. The Now comes in multiple colours with a more rounded design.

#### Polaroid Go

In April 2021, Polaroid announced the Polaroid Go camera along with the Polaroid Go film. Both the Go camera and Go film are considered 'mini' versions of the 'Now' series. The camera measures 5.9 x 3.3 x 2.4 inches, with shutter speeds of 1/30 to 1/125 and a f/12 & f/52 34mm lens (35mm equivalent). The film measures 2.6 x 2.1 inches and is rated at 640 ISO.

#### Polaroid Now+

In August 2021, Polaroid unveiled the Polaroid Now+ camera, which is a revamped version of the 2020 Polaroid Now model. This version of the camera is compatible with both 600 and i-Type film and comes with 5 lens filter accessories. The camera can also access two additional tools available through the Polaroid mobile app — aperture priority and tripod mode.

#### Polaroid I-2

In August 2023, Polaroid unveiled the Polaroid I-2 camera, which is the successor to the original Impossible I-1. This camera is compatible with three types of Polaroid film: i-Type, 600, and SX-70. The camera is the first to feature a 3 lens system, using a continuous zoom system, with a LiDAR autofocus system.

### "Polaroid 3D" Series
#### Polaroid Play

In February 2017, Polaroid released a 3D pen to compete with the 3Doodler brand. The Polaroid Play pen allows users to make creations in a 3-dimensional form. It uses filament made from PLA plastic.

#### Polaroid CandyPlay

In June 2021, Polaroid also released a 3D pen, similar to the Play, but instead of the PLA filament that the Play pen uses, the CandyPlay features a loading point where the user places a hard candy cartridge in it, to shape edible 3D creations.

## Media

The complexity of developing new generations of (prototype) instant film was depicted in the 2017 documentary Instant Dreams. Parts of the documentary were shot on location at Polaroid Originals 30 minute photo labs and production facilities in the Netherlands and Germany and includes Chief Technical Officer Stephen Herchen.
An Impossible Project (2020) is a documentary that follows Florian "Doc" Kaps and The Impossible Project from 2014, through the rebranding to Polaroid Originals, Supersense and Kaps' other projects. The film includes interviews with Christopher Bonanos, Kaps, Oskar Smołokowski and others.