by Stephen Garner

Under a rainbow façade in SoHo, Polaroid Originals is celebrating analog photography at its first pop-up shop. Fans, photographers, and creators are invited to immerse themselves with the iconic brand and its latest product launch of the Polaroid Lab.

From now through December 5th, guests are encouraged to create Polaroid photos from their smartphone’s camera reel using the Polaroid Lab. Visitors can also submit content to be displayed across New York City’s sidewalks, interact with innovators like NYC icon and legendary photographer Maripol, attend daily workshops, and shop the full Polaroid Originals collection.

As a cornerstone of the pop-up shop, Polaroid Originals features an immersive experience of Chris Burkhard’s emotive images from the ocean under the Northern Lights. Guests are invited to create their own Polaroid photos from their favorite travel moments with hidden AR content embedded in each picture.

“We are so excited to be a physical part of the New York City community this season with our pop-up Lab,” said Oskar Smolokowski, CEO of Polaroid B.V. “It’s the first time Polaroid Originals is dedicating a retail experience to instant photography while also highlighting our latest product, the Polaroid Lab, which beautifully marries digital and analog photography.”

The Polaroid Pop-up Lab is now open at 138 Wooster Street.