18

Dec 2010

Polaroid and Lady Gaga Announce Grey Label

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MEDIA RELEASE

Polaroid and Lady Gaga Announce Grey Label with Kiwis to see the first of the range later in 2011.

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Polaroid and its Creative Director, Lady Gaga, have unveiled Polaroid Grey Label, an original line of products co-designed with Lady Gaga.

This collaboration between two cultural icons reflects Polaroid’s long standing tradition of innovation tracing back to founder Dr. Edwin Land and Lady Gaga’s mission to deliver products that enable creativity for all, celebrate artistry and make sharing instantaneous across the physical and digital.

The inaugural Polaroid Grey Label line is truly expressive of Lady Gaga’s artistic vision and includes the GL10 Instant Mobile Printer, GL30 Instant Digital Camera and the GL20 Camera Glasses, a unique new look at how to turn images into a fashion statement.

“I consider myself to be a visionary, not just a songwriter and a singer. I am an artist,” said Lady Gaga, Polaroid’s Creative Director. “I brought my vision and love of fashion, technology and obsession with the future into all of my work with Polaroid.”

Polaroid and Lady Gaga unveiled the first trio of Polaroid Grey Label products at Polaroid’s booth at the 2011 Customer Electronics Show in Las Vegas on January 6.

With advanced technology, the Polaroid GL10 Instant Mobile Printer is the newest instant printing experience and begins with the embedded dye-crystal ZINK® Zero Ink® Technology from ZINK Imaging.

Patented ZINK PaperTM is an advanced composite material with cyan, yellow, and magenta dye crystals embedded inside. Before printing, the embedded dye crystals are clear, so ZINK Paper®, looks like regular white photo paper. The GL10 Instant Mobile Printer uses heat to activate and colorize these crystals.

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Featuring superb print quality, the GL10 Instant Mobile Printer uses ZINK’s second-generation thermal technology, delivering image quality that rivals a photo-lab. Prints emerge fully developed and protected by a smudge-proof, water-resistant coating.

The printer is also aesthetically pleasing and environmentally responsible – designed for both form and function for use both in the present and future. ZINK technology requires no messy ribbons, toner or inkjet cartridges.

The new Polaroid GL30 Instant Digital Camera brings the Polaroid instant experience to life. Introducing a new generation to the joy of instant photography, the GL30 uses next generation ZINK Zero Ink Technology from ZINK Imaging.

Fusing the digital and physical worlds and featuring the benefits of a digital camera, instant photo printer and digital display, the GL30 is a creative tool that delivers the best of the digital and physical worlds.

The digital camera also pays tribute to Polaroid’s legacy.  Reminiscent of Polaroid cameras of the past, the GL30 is clearly a significant departure from a typical camera. Designed for longevity, the GL30 is not only for the future, it’s an object of desire. Users can select from a number of filters and borders to create truly original images that instantly fit in the palm of your hand.

Never before has the world seen fashion, photography and technology come together in one, singular product as they do with the Polaroid GL20 Camera Glasses.

Users can instantly capture or upload photos with the built-in camera and then display the images on the glasses’ LCD screens for others to see – telling your story to the world.

The GL20 Camera Glasses express true artistry and originality – only Lady Gaga could create a hybrid that’s part fashion statement, part revolutionary technology and part tool for self-expression.

The Polaroid Grey Label Evolution

After being named Polaroid’s Creative Director in January 2010, Lady Gaga and Polaroid collaborated to define a direction for the line that blended the brand’s core values with Lady Gaga’s creativity.

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Stemming from “greige goods,” a fashion-industry term for fabric in its purest form, the Polaroid Grey Label line encompasses Polaroid’s heritage of delivering simplicity with the style, wit and sensibility of Lady Gaga.

Committed to bringing originality back to product design across all genres, Lady Gaga articulated that all Polaroid Grey Label products communicate three essential elements of self-expression:

  • Creativity: All Polaroid Grey Label products are designed with the idea that creativity and sharing go hand in hand, in both the digital and the physical world.
  • Instant Artistry: All features found in Polaroid Grey Label products celebrate, express and bring an element of artistry and originality to the act of image making.
  • Fashion: Intended to be just as much everyday fashion accessories as innovative imaging tools, all Polaroid Grey Label products feature unexpected design elements such as leather touch points, brushed metal and exposed mechanical details.

“The Polaroid Grey Label line embodies the Polaroid brand, with an injection of the future-looking fashion and design mantra of Lady Gaga that simply can’t be replicated,” said Scott W. Hardy, Polaroid’s President. “It represents Polaroid innovation for the new generation, one in which there are no limitations to sharing creativity through photography, both physical and digital.”

The Polaroid Grey Label products will be available in New Zealand later this year, at a price to be announced. www.polaroid.co.nz

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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