December 15, 2020 9:58 am In 2008, a small group of die-hard fans saved the last remaining Polaroid factory, located in the Netherlands, from shutting down. Calling themselves the Impossible Project, the small cadre of instant photography fans became the “brand guardians” of the nine-decades-old Polaroid name. The team focused on producing film to begin with, and it wasn’t until 2017 that Polaroid began making cameras again. “Most people don’t know the current iteration of Polaroid is different from the company they remember from the height of its fame 30 years ago,” says creative director Ignasi Tudela. Since its relaunch, the Polaroid in-house design team has been growing and is now tasked with all elements of the much-loved brand, from physical products, to packaging, advertising and e-commerce. It is a “labour of love”, according to Polaroid chief design officer Ignacio Germade.