16 March until 17 June 2018
The Polaroid Project

In the exhibition The Polaroid Project, the Museum für Kunst und Gewerbe Hamburg presents for the first time the full scope of the phenomenon of the Polaroid photograph. Based on some 220 photos by over 100 artists, as well as 90 camera models and prototypes, the show sheds light on the whole aesthetic spectrum of instant photography and on the innovative technology that made this visual revolution possible. Polaroid stands for a technology, an industry, a company, and its products. Presented to the public for the first time in 1947 by Edwin Land in New York, instant camera film made the photo lab superfluous. As if by magic, the picture gradually appears before the eyes of the photographer and subject. Polaroid – a brand that has long since attained legendary status – thus transformed our handling of photography in a way that is still pervasive today, living on in photo apps and Instagram. In the heyday of the company in the mid-20th century, Polaroid sold its cameras and film to millions of amateurs and professionals. The technical and aesthetic qualities of the new medium, and above all the immediacy and spontaneity of the photos, made it an exciting field of experimentation for artists as well.

Polaroid itself has worked closely with photographers from the start. One of the earliest advisors to Edwin Land, inventor and founder of the Polaroid Corporation, was Ansel Adams, the godfather of American landscape photography. In its Artist Support Program, the company provides film and cameras to both established figures and nascent talents in the art and photography scene. In return, it receives not only feedback on its products but also selected works for the company collection. For artists, the inventions from Land’s company offer a playground for their own discoveries, one that provides fresh inspiration for their photography. It thus came about that the exponents of Pop Art – chief among them Andy Warhol – raised the status of the Polaroid photo to a whole new level with their excessive use of the medium, securing for it a place in the artistic sphere.

Photo: Guy Bourdin (1928–1991), Charles Jourdan 1978, 1978, C-Print, 88,9 x 116,8 cm © The Guy Bourdin Estate 2017 / Courtesy of Louise Alexander Gallery