Polaroid Launches Versatile "Now+" Instant Camera

Polaroid is introducing its most versatile product yet, the Polaroid Now+, reimagining the analog instant camera with connectivity upgrades and more creative tools than ever before.

In addition to the core features such as autofocus, dynamic flash, and self-timer found on the first generation Polaroid Now, aperture priority and tripod mode functionalities are introduced, allowing creators to experiment with the depth of field and long exposures. The Polaroid Now+ connects to your smartphone via Bluetooth and can be controlled through the Polaroid app to toggle between light painting, double exposure, manual mode, and more. For the first time, five physical snap-on filters are also included,  saturating photos in deepened contrast, color and experimental effects. The lenses come with individual carrying cases and are found in Starburst, Red Vignette, Orange, Blue and Yellow.

“We designed the Now+ to help people take their creativity further. The Polaroid app is redesigned from the ground up including new modes and a streamlined interface. We’ve integrated the camera’s light sensor into the lens stage to enhance the performance of the different filters included with the camera and updated the design language to the one introduced on the Now and the Go. The seasonal Blue Gray colorway is calmer and more mature, making it the most elegant Polaroid camera to date,” Polaroid’s Chief Design Officer Ignacio Germade said.

To celebrate the launch, the brand released a series of photography to put the camera’s prowess on full display. To highlight the aperture priority mode, Polaroid enlisted Berlin-based makeup artist Kicki Zhang who put her latest evolution of work into focus. For the new manual mode, Polaroid puts French dancer and choreographer Jojo Akams into focus, capturing dynamic motions in a psychedelic flair. The experiments are featured in a video with original music from Baraka, incorporating every accidental shot as a tribute to the experimental spirit of the new camera.

The Polaroid Now+ in Blue Gray, White and Black is now available for $150 USD exclusively on Polaroid’s website. The Polaroid app is available on the Apple App Store and Google Play.


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