Florian takes us back to the invention of the Polaroid by a genius called Edwin Land in 1972. It changed the world, as pictures could be printed instantly, it was a unique and personal item. Nevertheless, in nowadays’ society digital cameras are the king, so the Polaroid company was forced to shut down its last factory. At that time Florian had quit his job to become a Polaroid dealer, and he found out, that there was an international market for it. People got really excited at the idea of going back to the authentic feel and touch, to this peculiar object. This is when he started the Impossible Project with the former manager of the Polaroid company. Together they brought to life an innovative product which was real, unique, expensive, analog, yours and that you could share in real life: this product was the Polaroid film.

They started developing all sorts of films such as 400 colours, only the blue colour and many others. They opened their first shop in New York in 2010 and hope to sell a million films by the end of 2013. They arere also going to launch ‘The impossible instant lab’ for Iphone, which will enable the instant development of Instagram pictures. There is a famous mantra in the advertising world: ‘sell or die’. I believe that Florian really sold it.

 

Héloise Jutteau