The News Courier in Athens, Alabama

Lifestyle

January 8, 2013

The brilliant idea that could make Polaroid relevant again

(Continued)

One early Fotobar customer ordered a $2,000 print of a family vacation snapshot on five-foot by seven-foot acrylic, to hang above the living-room couch.

The artisanal approach is a departure from the original Polaroid experience, which was all about instant gratification. But immediacy is no longer what's missing in photography today. We can share any image with anyone in seconds with a couple clicks of a smartphone button. What our photographs lack today are the permanence of tangibility. Fotobar's Struhl told me he thinks there's a great hidden desire for that.

"When I ask people to show me their favorite picture, they take out their phone," he said. "My next question is, does that favorite picture you just showed me live in a physical form? Does it exist on your wall, your desk, or your shelf? I get two answers. One is 'no.' Literally everyone says no. And the second is, everyone says, 'and it p---es me off.' Because it's too complex: 'I don't know what I'm going to get, I've got to plug something in, I don't really know if this picture's good enough.' So I realized there was a pain point in people's lives." Struhl thinks the way to fix that is not just by making it easier, but by making it pleasant, educational and fun — by turning the work into play. That's the Fotobars' goal.

Having lost its way in a high-tech world, Polaroid is going back to "high touch." If it succeeds, the company will have pulled off a feat that few foresaw: returning to relevance in the age of Instagram.

Text Only
Lifestyle
Photos


Poll

Do you believe America will ever make another manned flight to the moon or another planet?

Yes
No
     View Results
Facebook
AP Video
Courts Conflicted Over Healthcare Law Holder Urges Bipartisanship on Immigration Raw: Truck, Train Crash Leads to Fireball US Airlines Cancel Israel Flights Obama Signs Workforce Training Law Crash Victims' Remains Reach Ukraine-held City Diplomatic Push Intensifies to End War in Gaza Obama Offers Condolences at Dutch Embassy Cat Fans Lap Up Feline Film Festival Raw: Lawmakers Scuffle in Ukraine's Parliament The Rock Finds His Inner 'Hercules' Michigan Plant's Goal: Flower and Die Raw: MH17 Passenger Remains in Kharkiv, Ukraine Raw: Israel Hits Gaza Targets, Destroys Mosques Veteran Creates Job During High Unemployment New Orleans Plans to Recycle Cigarette Butts
Twitter Updates
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Stocks
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
Business Marquee