Creative, commercial photographers.

Polaroid is Gaga for gizmos

May 9, 2010

In a bid to bring back instant photography, Polaroid has unveiled a new camera and announced the formation of a design partnership with ‘Paparazzi ‘ singer Lady Gaga. Gaga’s appointment with Polaroid as their Creative Director and Inventor of Speciality Products will see her designing a range of gadgets for 2010.

With the arrival of digital photography, much of the instant camera’s appeal transferred to its digital counterparts. In fact, throughout the last decade, commercial photographers have witnessed the almost total replacement of film photography with digital. For instance, after the Polaroid Corporation was founded in 1937, the business plateaued when it failed to keep up with technological advances such as photo paper no longer being required.

The news that Lady Gaga has joined Polaroid is a massive revival for the brand who had to shut down their film plants earlier this year after they were saved from bankruptcy last May by private equity firms.

In recent times, digital cameras have transformed commercial photography with new creative and practical possibilities not to mention technological advances. So, with Gaga keeping their image fresh, Polaroid has unveiled a new camera, the new polaroid 300, three years after their last model was made available.

Lady Gaga has in her own words

“been developing prototypes in the vein of fashion/tecnology/photography innovation, blending the iconic history of Polaroid and instant film with the digital era”.

In line with these recent developments the scope for digital and commercial photography continues to expand hugely.