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In a celebration of creativity and nostalgia, The LEGO Group and Polaroid have teamed up to bring you the much-anticipated LEGO® IDEAS: Polaroid OneStep SX-70 Camera (21345). This unique collaboration, a brainchild of LEGO enthusiast Marc, also known as Minibrick Productions (@minibrickYT), pays homage to the iconic Polaroid OneStep camera and is set to launch on January 1, 2024.
A Journey Through Time and Bricks:
The LEGO IDEAS: Polaroid OneStep SX-70 Camera set is a meticulously crafted masterpiece comprising 516 LEGO bricks. Drawing inspiration from the original Polaroid OneStep released in 1977, this LEGO set captures the essence of instant photography in a display model with functional elements.
True to the design features that made the original camera a household favorite, this LEGO creation boasts a working viewfinder, the iconic Color Spectrum, an exposure compensation dial, and a functional shutter button. But the nostalgia doesn’t stop there – the set also includes a buildable Polaroid Time-Zero Land Film pack, three LEGO Polaroid illustrated ‘photos,’ and an opening film door to load your LEGO Polaroid Photos.
Sharing his passion for the design, Marc explained:
“The OneStep took a little over a month from design to completion. I actually started designing it while on vacation in France since I couldn’t wait to build it […] I’ve always loved the design of the Polaroid OneStep. It’s incredibly iconic and shows up everywhere!”
Marc Corfmat
Marc did an extensive and revealing interview with The Verge about his process and the history built into this set.
An Unconventional Launch Campaign:
To mark the unveiling of the LEGO IDEAS: Polaroid OneStep SX-70 Camera, the LEGO Group has embarked on an unconventional marketing campaign. Focused on the one feature the LEGO camera lacks—functionality—the campaign features a ‘NOT SHOT ON LEGO Polaroid Camera’ sticker playfully placed across photos in unexpected places. This creative twist turns every photo into an unwitting participant in the campaign.
Reliving Photographic History:
The original Polaroid OneStep SX-70 Camera, introduced in 1977, brought the magic of instant photography to households worldwide. Now, with the LEGO® IDEAS: Polaroid OneStep SX-70 Camera set, enthusiasts and builders alike can relive the nostalgia and construct their own piece of photographic history.
The LEGO IDEAS: Polaroid OneStep SX-70 Camera is available for pre-order starting December 15 and will hit stores globally from January 1, with a recommended retail price of $79.99 / €79.99 / £69.99.
Don’t miss the chance to capture the magic – pre-order your LEGO IDEAS: Polaroid OneStep SX-70 Camera and embark on a journey through time and bricks!
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