Polaroid Goes Gaga | Grey Label is Born

Lady Gaga

On February 2008, Polaroid announced that they would be discontinuing the production of film cameras. The once dominating instant camera and film company was now on the verge of extinction. However, after the dreaded chapter 11 announcement was made, the company instantly retracted the notion of  fading away into history, and in fact a year later, stated that they would be bringing back the classic instant camera. Perhaps it was a giant “You just Got Punked America” …either way they aren’t going anywhere…at least for now.

At the International CES -2010 , Polaroid made headlines and probably shocked the world when Stephen Miller, co- CEO of PLR IP Holdings (Owners of the Polaroid Brand) announced with his “Poker Face” that Lady Gaga would be the New Creative Director for Polaroid and soon after, The Haus of Gaga line was born.

“Lady Gaga’s broad creative talents and the way she connects with her fans in her own, unique manner made her a natural choice for Polaroid,” said Stephen Miller, co-CEO of PLR IP Holdings. “Polaroid has had a special connection with its customers for years, we are delighted to be partnering with Lady Gaga to continue with that tradition and bring new and exciting products to the next generation.”


Lady Gaga Interviewed | International CES -2010

Lady Gaga shows off her new business card to all of her Twitter fans.

Just last week on January 6, 2011, a year after the Gaga inception, all the hard work paid off! The Hause of Gaga and the instant camera company brought back the nostalgic camera with a modern twist and few little extras. The Grey Label Line up was born in collaboration of both Polaroid and the Haus of Gaga.

Polaroid - Grey Label | GL10

1. GL10 Instant Mobile Printer:

• Advanced Technology: The newest instant printing experience begins with the embedded dye-crystal ZINK® Zero Ink® Technology from ZINK Imaging. Patented ZINK PaperTM is an advanced composite material with cyan, yellow, and magenta dye crystals embedded inside. Before printing, the embedded dye crystals are clear, so ZINK Paper®, looks like regular white photo paper. The GL10 Instant Mobile Printer uses heat to activate and colorize these crystals.

• Superb Print Quality: The GL10 Instant Mobile Printer uses ZINK’s second-generation thermal technology, delivering image quality that rivals a photo-lab. Prints emerge fully developed and protected by a smudge-proof, water-resistant coating.

• Aesthetically Pleasing and Environmentally Responsible: Designed for both form and function for use both in the present and future. ZINK technology requires no messy ribbons, toner or inkjet cartridges.

The GL10 Instant Mobile Printer will be available in May 2011 (US $149.99 MSRP). ZINK 3×4″ Paper will be available in May 2011 at a price to be announced.

Polaroid - Grey Label | GL20

2. GL20 Camera Glasses:

• Merges Fashion With Photography: Never before has the world seen fashion, photography and technology come together in one, singular product.

• Tells Your Story to the World: Users can instantly capture or upload photos with the built-in camera and then display the images on the glasses’ LCD screens for others to see.

• Expresses True Artistry and Originality: Only Lady Gaga could create a hybrid that’s part fashion statement, part revolutionary technology and part tool for self-expression.

The GL20 Camera Glasses will be available later this year, at a price to be announced.

Polaroid - Grey Label - GL30

3. GL30 Instant Digital Camera:

• Brings the Polaroid Instant Experience to Life: Introducing a new generation to the joy of instant photography, the GL30 uses next generation ZINK Zero Ink Technology from ZINK Imaging.
• Fuses the Digital and Physical Worlds: Featuring the benefits of a digital camera, instant photo printer and digital display, the GL30 is a creative tool that delivers the best of the digital and physical worlds.
• Pays Tribute to Polaroid’s Legacy: Reminiscent of Polaroid cameras of the past, the GL30 is clearly a significant departure from a typical camera. Designed for longevity, the GL30 is not only for the future, it’s an object of desire. Users can select from a number of filters and borders to create truly original images that instantly fit in the palm of your hand.

The GL30 Instant Digital Camera will be available later this year, at a price to be announced.

Polaroid | Grey Label

So what have we learned from all of this all?…Get you some GAGA and you’re in the gold!! As for Polaroid, whether it was the creative ideas of some  mastermind , “Fame Monster” or not,  this new direction that Polaroid has taken definitely paves the wave for the continued development of some great products.

(Photo by Ethan Miller/Getty Images)

(Photo by Ethan Miller/Getty Images)

Source****[ Polaroid ]


2 Comments

  1. By a long shot, one of the best article l have come across on this valuable subject. I quite go along with with your assumptions and will thirstily look forward to your future updates.

    • Thanks for the comment! Originally this was a gamble for Polaroid But I’m glad it worked out. Polaroid instant cameras are historic and now they will continue to make history!

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