POLAROID is no longer a memory of the past. Over the past few years, the brand has ushered in a new era of analogue cameras (from the Polaroid Go to the Polaroid 600), which are popular with the creative set. Now, the Polaroid Now+ is unlike the rest. This analog instant camera connects to your phone via Bluetooth, allowing you to use creative tools on the Polaroid app. It has more creative tools than other Polaroid cameras. It comes with a variety of color filters, which snap onto the lens of this camera, which “add to the palette for experimenting; with or without the app,” said Oskar Smolokowski, the chairman of Polaroid. “It’s a special time to be at Polaroid, as we’re bringing the brand and what it stands for into the future.” In the app, you can switch between various modes such as the manual mode and double exposure, or make other changes to your shots. The camera also has an autofocus lens that will switch for portrait (close-up) versus landscape (distance) photographs. “The Polaroid Now+ is our most creative camera yet,” said Ignacio Germade, Polaroid’s chief design officer. “We want to give creators more control and more opportunities to explore.” This camera is 100 percent analog. Light enters through the lens and it is projected directly onto the film. Different from previous products, it combines digital technology with analog photography, providing better control over the shutter speed, aperture and flash. A new version of the Polaroid app enables extra features such as light painting, portrait mode or full manual control. The digital options can be combined with the physical lens filters of the camera to generate many alternatives.(SD-Agencies) | 