Some heritage brands nowadays are in fact ‘heritage’ in name only. Decades of history crammed into a logo that might connote quality and evoke a sense of nostalgia but, in reality, has been licensed out and slapped onto a product that bears little or no tangible link to the brand’s illustrious past.
And while I never thought Impossible Project’s acquisition of Polaroid fit that category, I had no idea just how much genuine Polaroid DNA courses through its modern films and cameras. A delightful documentary film by instant camera aficionado Ben Fraternale (In An Instant) takes viewers on a tour through the Polaroid factory, accompanied by his guide for the day, Senior Vice President of Film Manufacturing, Andrew Billen.
