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  • Is the Insta generation responsible for Polaroid’s second coming?
  • Is the Insta generation responsible for Polaroid’s second coming?
    Jordan Bauer (2017) ©
CASE STUDY

Polaroid: resurrecting film photography in a digital age

Following the rise of digital cameras and the subsequent smartphone revolution, many people believed the end was near for analogue photography. But the instant camera has experienced a resurgence as the aesthetic inclinations of the Instagram generation have revived brands such as Polaroid.

Location United States

Scope
With trillions of photos taken each year (an estimated 1.2 trillion were taken in 2017 alone), only a tiny fraction of them are printed. [1] Digitalisation and smartphones looked set to be the death knell of analogue photography but, against the odds, the vintage aesthetic and instantaneous results of the Polaroid camera have found an audience with the Instagram generation.

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