While the world grows increasingly digital, there’s something that draws humans to the physical gratification of analog media. Whether it’s the surge in vinyl record or cassette sales or the cult VHS collectors, it’s clear that there’s a deep-seated nostalgia that draws many of us to physical mediums. That nostalgia inspired Fujifilm to make the Instax Square Film that’s now being utilized in the quintessentially retro, “Lomo'Instant Square” from Lomography.
Millennials and Gen-Xer’s grew up in a time where technology matured and developed faster than they did. The technology that we use on a daily basis is no more than a few years old—sometimes becoming “obsolete” within months. The quest for quality becomes nothing but an obsession with staying up-to-date instead a true appreciation of your equipment.
So what’s the reaction to this? Media and technology that work to evoke a time, a place, and feel over quality.
Before you rant about quality, take a moment and recognize that this is the exact purpose of all of our photographic and film efforts. Time, place, and feel are inextricably tied to story—image quality isn’t. This might not be something that professionals use, but it's incredibly important for us to recognize what makes a photo immediately relatable and powerful to our audience.
All of that aside, the Lomo'Instant Square looks to be the first fully analog camera to capitalize on Fujifilm’s Instax Square Film. The design of the body itself hearkens back to the days of your parents and grandparents, complete with a lens that folds out and collapses for easy transport. As it’s a camera primarily used for spontaneous capture, it’s upgraded, programmed auto mode makes it a more reliable option.
Lomography is currently running a Kickstarter where you can purchase the Lomo'Instant for an early bird discount of $129 that will ship in February 2018. After the campaign ends you’ll be able to purchase for $199, so if you’re already sold, you have until September 29th to lay down the cash.
[via The Verge]