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Posts Tagged ‘Lady Gaga’

Several months back, High Tech History profiled Lady Gaga’s appointment as Polaroid’s new Creative Director. In Las Vegas in January, she introduced the company’s new “Grey Label”: a series of sleek new products designed to both embrace Polaroid’s character and history, and showcase its renewed commitment to innovation and creativity. Watch the video here (warning: R-rated for language):

The line consists of three products: 1) GL10 Instant Mobile Printer; 2) GL30 Instant Digital Camera, and 3) GL20 Camera Glasses.  Combining sleek design and advanced digital technology, these products are fully interactive

The sunglasses were an outgrowth of Lady Gaga’s design of sunglasses from old iPhone screens that could show movies. This product would allow one to take photos or make video and, through a USB device, process the media later on a home computer or send instantly to their Grey Label printer device via bluetooth.

The pocket printer appeared compact and portable and as Lady Gaga injected at one point: “Many of you may be nerdy enough to carry a portable printer … I know I will.” It will allow one to print 3″ x 4″ quality photos  – with either the traditional Polaroid bordered variety or full-bleed. It will work with the other two components of the Grey Label, or with one’s cell phone. The one catch: iPhone technology is not compatible.

Lady Gaga and her co-presenter, Polaroid Chairman Bobby Sager, made what I thought was an excellent presentation – as the daughter of a high-tech entrepreneur, and herself an enthusiast of high tech and design, Gaga’s delivery was highly persuasive. She confessed at one point how pleased she was to be associated with Polaroid, who brought her into the huddle on both design and technical issues and didn’t just treat her like a figurehead.

Please be aware these products will not be available until later in 2011 – Polaroid will announce both availability and prices at that time.

Lady Gaga modeling her Grey Label GL20 Camera Glasses

Polaroid Grey Label GL30 Instant Camera

Polaroid Grey Label GL10 Mobile Printer

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The always mesmerizing Lady Gaga, in Boston for a couple of concerts on her “Monster Ball” tour, stopped by the M.I.T. Museum on Wednesday, June 30 to visit the Polaroid camera archive the museum recently received. In January, Lady Gaga became the re-made company’s Creative Director. At Wednesday’s event, Polaroid’s President, Scott Hardy, said “The products developed with Lady Gaga are very much focused on instant imaging and video technology … they’re going to remain very true to the heritage of Polaroid, but with a digital twist.” A new line of Polaroid and “Gaga co-branded” products will be introduced in stores in November.

Lady Gaga, who did not speak with reporters, posed for her own Polaroid photo, which will become part of the 73-year old archive, comprising over 10,000 items and containing such noteworthy rarities as Polarized glasses from the 1939 World’s Fair, original newsprint sketches by Polaroid founder Edwin H. Land, an historic bellows camera the size of a filing cabinet, as well as examples of Land-designed camera prototypes. It is scheduled to go on exhibition in 2013.

As Yahoo Finance noted in a June 30 story, “Lady Gaga’s recent appointment as Polaroid’s Creative Director is the first of many corporate objectives toward developing new and exciting products – introducing Polaroid to a new generation. Earlier today, Lady Gaga presided over a product design and development session for future Polaroid products. Today’s session is a milestone in the road to developing Lady Gaga’s co-branded Polaroid products that blend fashion, technology and photography.”

The defunct company was acquired by Minnetonka, Minnesota based PLR IP Holdings following Polaroid’s bankruptcy in 2001 –  and joins a long line of  brands that have made Phoenix-like revivals on the wings of “retro-chic.”

With all the force of a public relations tsunami, Lady Gaga’s own iconic brand will likely bring in a more youthful and style-conscious following for Polaroid’s return. And it is not inconceivable that November’s Polaroid products rollout could rival the hysteria of recent Apple product launches. I think even the late Edwin Land himself might have managed a smile had he been at this event.

-Chris Hartman

Lady Gaga and Polaroid at M.I.T. - courtesy, Polaroid

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