Polaroid: something new
A small, quietly unfolding revolution has shaken — and will no doubt keep shaking — instant photography. Edwin H. Land's brand changed hands on 5 May.
The Polaroid brand changed hands on 5 May 2017 and now belongs to an investor group, the Smolokowskis. Nothing to get excited about, you might say — not quite. Oskar Smolokowski has in fact been at the head of The Impossible since March 2015. And The Impossible has had the Smolokowskis as its main shareholders since 2012.
So now, the field of possibilities is wide open. Merger of the two brands, Polaroid re-launching film activities on The Impossible's industrial base, a cleverly orchestrated marketing campaign… We'll see.
In any case, Polaroid's CEO, Scott Hardy, declared himself
delighted to welcome the new ownership group into the Polaroid family, and eager to write a new chapter in the Polaroid brand's history.