September 2016 - Blog
The SX-70 is more than nostalgia. It’s more than a hipster prop.
It’s amazing technology that gave everyone the freedom to create.
It made everyone an artist with a canvas that developed in their hand.
It taught restraint, patience and decision. 10 shots per pack then. 8 now.
An analog paint brush, futuristic tool, game-changer and camera all in one.
In 1972 – Edwin Land created and released the iconic Polaroid SX-70 camera. He claimed 20,000 technological advancements in its design. “The tool for supplying a rich texture for memory…” is what modern architects/designers/filmmakers Charles and Ray Eames said about the Polaroid SX 70 in 1972. They were commissioned by Polaroid to produce an 11-minute film that shared the technical and emotional components to one of the most famous cameras in the history of photography. The film was first shown at a Polaroid shareholders meeting then later used as a sales tool within Polaroid. Legendary film composer Elmer Bernstein wrote the haunting score that merged together the technology and humanity. The film is a fantastic look at how the revolutionary SX-70 works and the creative opportunities it provides its user.