Mission Impossible: Polaroid returns to Paris

The new retail space stocks classic Polaroid products as well as the new instant film materials that The Impossible Project has invented since its launch in 2008.

‘We think people are ready to discover the analogue aspects of life again and the real value of the things that they hold,’ says The Impossible Project representative Marlene Kelnreiter. ‘People appreciate that they are able to hold the image and have to think before they shoot because every shot costs.’

The opening of a fourth project space demonstrates consumers’ continued nostalgia for skills and technologies of past decades, as noted in our Revivalism macrotrend.