The launch of the I-1 camera aims to take the tactile magic of analogue instant photography into the digital age. The packaging is inspired by both the industrial design of the camera and the tactile experience of using instant film. The zip pull tab, the cardboard stock, the screw connecting the camera to the packaging and the debossing all have been designed to provide as tactile of an experience as possible. The yellow shipping box provides protection during transport, but stores have the option of removing it and using the grey box as a point-of-sale display. The inner box is also intended for displaying the photographer’s instant creations.
Impossible Camera GmbH, Berlin
Danny Pemberton, Oskar Smolokowski, Jesper Kouthoofd, Debbie Vesey, Felix Yarwood