The brand that invented instant photography back in 1947 is reviving the analog instant photography business at this year’s IFA. Re-launched one year ago under the Polaroid Originals name, this analog photography renaissance is taking a big leap in Berlin with the release of the OneStep+.

Forty years after Polaroid launched the original OneStep camera, the Polaroid OneStep 2 was released in 2017 with the aim of “bringing the iconic white frame to a global audience with a fun, affordable and easy- to-use instant camera,” in the words of Polaroid Original CEO Oskar Smolokowski.


But the reinvention of a cultural icon has gone next level with the OneStep+, a new Polaroid instant camera “with more ways to play”, and which connects to the Polaroid Originals app via Bluetooth to unlock creative tools such as double exposure, light painting features, remote trigger and manual mode. A powerful ash and long-lasting rechargeable battery lets users shoot as long as they have film.


“It’s a brand and a company with a soul,” said Smolokowski, who informed a packed IFA press conference (where a giant OneStep+ camera was unveiled) that the brand will now be headquartered in Amsterdam.

“At Polaroid, we don’t see analogue and digital competing,” the CEO added, with the OneStep+ drawing on the strengths of both mediums in fun and unique ways. The camera will be sold for€159.99.

Hall 3.2 Stand 101

Photo: Oskar Smolokowskiwith the giant OneStep+