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The Impossible Project Launches Its First Instant Camera With a DTLA Pop-Up

Photo: Dalmiro Quiroga

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With the end of Polaroid instant film eight years ago, came a bunch of bummed out photophiles. Luckily the blues didn't last terribly long, as the Impossible Project purchased the company's Netherlands factory and got right to work coming up with a new technology to provide similar analog results.

Though the initial trial-and-error period released a few less-than-stellar results, over time the company has continued to work on improvements and advancements to their products: both black and while and colored film, refurbished vintage cameras, and most recently an original instant camera. The I-1, which will be officially released on May 12th, takes the old Polaroid format, but adds some welcome modern technology like an autofocus, advanced ring flash, and a coordinating iOS app.

To celebrate the West Coast launch of the camera, DTLA's concept store Austere is hosting a pop-up. Decked out (minimally) with furnishings courtesy of Amsterdam Modern, the shop is stocking the full range of Impossible products, plus it's showcasing photos by LA's Andy Reaser and a bunch of vintage Polaroid models that camera geeks will appreciate.

The pop-up, which opened on May 2nd, continues through June 5th (open Tuesdays through Thursdays from 11am to 6pm, and Friday through Saturday from 11am to 7pm), and those dying to get their hands on the new I-1 should stop by on Thursday, May 12th where the space offers a launch party from 7pm to 10pm, where Reaser will be on-hand to support his work and shoot large format portraits on the spot.


912 South Hill Street, Los Angeles, CA 90015