The history of modern Polaroid cameras is one of rebirth and innovation. After the bankruptcy of the American company Polaroid in 2008, the fate of the iconic instant cameras seemed sealed. But a group of passionate enthusiasts known as The Impossible Project refused to let Polaroid’s legacy die.
The Impossible Project took over the last Polaroid factory in Enschede, Netherlands, and began the arduous task of reviving instant film production. It was a difficult path because the knowledge and technology for making the films had almost been lost. But through experimentation, research and collaboration with former Polaroid employees, they managed to develop new films that captured the charm and aesthetic of classic Polaroid photos.
Initially, the films were marketed under the name “Polaroid Originals” to emphasize the connection to the legendary brand. Over time, The Impossible Project expanded its offerings and began developing new camera models that were both modern and nostalgic. These cameras, such as the Polaroid OneStep 2 and the Polaroid Now, combined the classic design of Polaroid cameras with modern features such as autofocus, flash and self-timer.
In 2017, The Impossible Project changed its name to Polaroid Originals to further strengthen its close connection with the brand. This step marked a turning point in the company’s history, as it was no longer just a film manufacturer, but also a camera manufacturer. The new Polaroid Originals cameras quickly became a success and found a new generation of fans who discovered the appeal of instant photography.
In 2020, the Polaroid Originals brand name was finally changed back to Polaroid, symbolizing the brand’s full return. Today the cameras are sold again under the Polaroid name and are more popular than ever.
