The LEGO Group and Polaroid have today unveiled the new #21345 LEGO Ideas Polaroid OneStep SX-70 Camera. Originally conceived by LEGO fan Marc a.k.a. Minibrick Productions, it brings Polaroid’s iconic camera to life in LEGO brick form.
The original Polaroid OneStep Camera was released in 1977 and quickly became a huge hit with photographers. The camera brought instant photography to many households across the world, allowing people to develop photographs from their very hands.
Launching January 1st, 2024, the #21345 LEGO Ideas Polaroid OneStep SX-70 Camera set brings a true icon of photography to the LEGO Ideas range and is the 53rd product from the fan-sourced platform.
The model is made up of 516 pieces and includes many of the design features that made the original OneStep Camera so popular amongst fans, captured in a unique display model with functional features. Also included alongside the camera is a buildable Polaroid Time-Zero Land Film pack, three LEGO Polaroid illustrated ‘photos’, and a new 8×10 tile.
The camera features a working viewfinder, the iconic Color Spectrum, an exposure compensation dial, and a shutter button so you can even load and eject the illustrated photos. Also included is an opening film door to load LEGO Polaroid Photos in. The camera is 3.7 inches x 5.9 inches x 3.15 inches. The viewfinder is 4.1 inches x 0.75 inches x 3.15 inches.
Talking about his inspiration for the design, Marc a.k.a. Minibrick Productions said: “The OneStep took a little over a month from design to completion. I actually started designing it while on vacation in France since I couldn’t wait to build it. I’ve always loved the design of the Polaroid OneStep. It’s incredibly iconic and shows up everywhere!”
Polaroid was founded by Edwin Land in 1937 as an icon of innovation and engineering. The company first produced ski goggles and 3D glasses for the US Army and Navy. It wasn’t until 1943 when Land’s daughter asked why she couldn’t see a photograph of herself immediately that the idea for the instant camera was born. In 1947 it became a reality with the first ever instant camera.
It was the introduction of the breakthrough Polaroid SX-70 camera in 1972 that launched instant photography. As we know it today, followed by landmark innovations such as the original OneStep, instant color film; and the Polaroid 600 and Spectra cameras and film formats. Polaroid cameras went on to inspire artists such as Andy Warhol, Helmut Newton, Robert Mapplethorpe, Maripol, Keith Haring, and Guy Bourdin who raised the brand to the status of a cultural icon.
In the 1990s and 2000s, the swift rise of digital technology eclipsed instant photography and Polaroid announced the end of instant film production in 2008. But that was short-lived; a dedicated group of instant photography fans under the name ‘The Impossible Project’ saved the last Polaroid factory in the Netherlands. Since then, they have been the only people in the world making film for vintage Polaroid cameras.
In 2017, The Impossible Project re-launched as Polaroid Originals: a brand dedicated exclusively to Polaroid’s original analog instant photography products. Bringing analog instant photography back under the Polaroid umbrella was a significant milestone, but it was not the end of the journey. In March 2020, Polaroid took the next step and became one brand, with the one name: Polaroid.
Today, Polaroid has analog instant photography at its core and represents the brand that people all over the world have come to know and love for over 80 years. By unifying its entire product portfolio under one name, Polaroid is setting out its new vision as a global brand that will continue to create products that bring people together in human and meaningful ways.
To mark the launch of the #21345 LEGO Ideas Polaroid OneStep SX-70 Camera, the LEGO Group created an unconventional marketing campaign that highlights the one key feature the product lacks: functionality. This photography-led campaign for a non-functioning camera includes a ‘NOT SHOT ON LEGO Polaroid Camera’ sticker being slapped across photos in surprising places – subtly making every photo ever taken, a part of the campaign.
The #21345 LEGO Ideas Polaroid OneStep SX-70 Camera is available to pre-order starting today, December 15th, and in stores globally from January 1st. Prices are as follows: $79.99/ €79.99/ £69.99 / 99.99 CAD /89.99 AUD / 33990 HUF / 749 CNY. For more information, and to pre-order the set, visit the LEGO Ideas section of the Online LEGO Shop.
What do you think? How do you like the LEGO Ideas Polaroid Camera? Feel free to share and discuss in the comment section below!
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