The past years have seen a strong revival of analog instant photography,“ explains Oskar Smolokowski, CEO of Polaroid Originals. “This growing demand goes beyond nostalgia. In today’s fast-paced, digital world a tangible object outside of your phone screen becomes a valued artifact. It’s also completely unique and impossible to reproduce.“

Polaroid Originals is launching a new analog instant camera, named the Polaroid OneStep 2. It is a proud successor to the original Polaroid OneStep, the camera that democratized instant photography 40 years ago with its ease of use. Priced at $99.99 // £109.99 // €119.99 and with the same point-and-shoot usability as its predecessor, the OneStep 2 invites everyone to join the revival of analog instant photography. With a powerful built-in flash, easy USB charging, long-lasting battery and a self-timer, the camera is designed for today.

Polaroid Originals simultaneously introduces a new generation of original format instant film, with color, black & white, and a range of special editions to choose from. The new film features the distinct dreamy aesthetic that Polaroid is famous for. It is available for modern analog instant cameras like the OneStep 2, as well as for key vintage Polaroid camera formats. Dedicated to keeping the legacy alive, Polaroid Originals also sells fully refurbished vintage Polaroid cameras.

“When it comes to capturing a moment and bringing people together, there’s nothing quite like a Polaroid photograph,“ Oskar Smolokowski summarizes the motivation behind the Polaroid Originals brand.