Brands Australia has announced late June availability of the Impossible Project I-1, the first camera designed, engineered and produced by the team at Impossible, which ‘re-designs instant photography for a digital generation.’
The I-1 will retail for $499.95 and will be available in Australia and New Zealand through leading photo retailers and select retailers, as well as www.polaroid.com.au, from June 20.
The I-1 weighs just 440g and has styling which pays homage to the classic Polaroid camera in an updated modern matte black finish. A ring flash around the lens provides diffused light with soft shadows, for beautifully lit portraits. The unique flash is comprised of eight LEDs and also functions as a film count indicator – alerting users how many photos are left on their Impossible Project film.
The I-1’s viewfinder is easily collapsible and detachable ‘allowing for future Impossible technological integrations’, as intriguingly stated in the press release.
The i-1 is remotely connectable via an iOS app. By connecting through an iPhone, which links directly to the I-1, users can experiment with creative tools such as double exposure, remote triggering, and light painting. The I-1 app allows for complete photographic control of aperture and shutter speed. Once the perfect image is captured, consumers are then able to upload directly to their social channels.
‘We’ve been dreaming of our own camera since day one, and are thrilled to release the I-1 to the market. When designing this camera, we didn’t want to rely on nostalgia – we believe that an instant camera rightfully belongs in 2016. At the same time, there were technical realities we just couldn’t change, leaving a clear connection to the past which feels right,’ said Brands Australia managing director , John Rule.
‘We strongly believe an instant camera is the only compelling photography offering beyond your phone. We wanted to use the power of the smartphone to make it even more capable, and allow users – beginners and enthusiasts – to take their photography to the next level.
‘Instant photography is one of the only ways to preserve and share instant, physical memories. It’s magic to see photos develop in the palm of your hand, and then be able to hand the photo over to the person next to you,’ he said.