Capture the essence of nostalgic photography with this unique LEGO camera creation that adds a touch of whimsy to every snapshot. In a collaborative venture, the LEGO Group and Polaroid have unveiled the eagerly anticipated LEGO IDEAS: Polaroid OneStep (21345) SX-70 Camera. Conceptualized by dedicated LEGO fan Marc, known as Minibrick Productions (@minibrickYT), this LEGO Ideas creation authentically brings to life Polaroid’s iconic camera in the form of LEGO polaroid bricks.
Set to launch on January 1st, 2024, the LEGO IDEAS: Polaroid OneStep SX-70 Camera marks a significant addition to the LEGO IDEAS range, being the 53rd product stemming from the fan-driven platform. Comprising 516 intricately designed pieces, the set pays homage to the original OneStep Camera’s beloved features, meticulously crafted into a distinctive display model with functional attributes. Accompanying the camera is a buildable Polaroid Time-Zero Land Film pack and three LEGO Polaroid illustrated ‘photos’.
This exceptional model includes a working viewfinder, the renowned Color Spectrum, an exposure compensation dial, and a functional shutter button, allowing users to load and eject the illustrated photos. Additionally, the camera features an opening film door for loading LEGO Polaroid Photos—an innovative touch to capture the essence of the classic Polaroid experience.
Marc a.k.a. Minibrick Productions said: “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!”
To celebrate the debut of the LEGO IDEAS: Polaroid OneStep SX-70 Camera, the LEGO Group has launched an unconventional marketing campaign that playfully emphasizes a distinctive aspect of the product: its lack of functionality. This photography-centric campaign for a non-operational camera introduces a ‘NOT SHOT ON LEGO Polaroid Camera’ sticker, creatively placed across photos in unexpected locations, subtly integrating every photograph into the campaign.
Originally released in 1977, the Polaroid OneStep SX-70 Camera swiftly gained popularity among photographers, revolutionizing instant photography for households worldwide by enabling users to develop photos in the comfort of their own hands.
Available for pre-order starting December 15 and hitting stores globally on January 1, the LEGO® IDEAS: Polaroid OneStep SX-70 Camera is priced at $79.99 / €79.99 / £69.99.
