New York - Polaroid gave Bloomingdales' Big Apple
shoppers something to go Gaga about Thursday.
The new owners of the popular instant camera brand celebrated the
second phase of their collaboration with the Bloomingdales Department Store chain
by leveraging a six display window merchandising presentation in the Lexington
Ave. storefront here Wednesday. The celebration marked the launch of the Lady
Gaga inspired GL10 Instant Mobile photo printer, one of several products
inspired by the musings of the pop icon for the company's new Grey Label (GL)
The printer is among the first fruits of a design/consulting
collaboration between the flamboyant pop star's Haus of Gaga creative design
Bloomingdales, which worked with Polaroid in a similar fashion
last year to launch the latest spin on the traditional Land Camera (the Polaroid
300), got the exclusive launch rights to
the GL10, ahead of other retailers who won't see the product until mid June.
Scott W. Hardy, Polaroid president, told TWICE, that the fashion-centric
department store sold hundreds of units of the Polaroid 300 in one day at the
Lexington Ave. store, alone.
"We both saw together that with the right product that is
positioned correctly for their clientele that we could actually have a very
effective marketing strategy," Hardy said, adding that Bloomingdales is
partnering with Polaroid on a display-window program, which the store flagged
with a print ad running across the bottom of two pages in Wednesday's edition
of the New York Times. The store paid for the ad spot.
Bloomies will maintain the six-window Lady Gaga showcase for two
weeks, Hardy said, adding that his company's association with Bloomingdales was
an extension of the company's new marketing direction that aims to blend
fashion with photo technology in an effort to attract fashion-focused, socially
engaged young adults, who are helping to drive today's photo industry.
"Actually, Polaroid has had a long-established history with the
fashion industry," Hardy said. "Polaroid photographs are a key part of the
whole fashion-model process, where they take headshots of people, print them
out and put them on boards."
The purse-sized portable wireless printer that is based on Zink
paper technology made its debut at International CES last January.
The GL10 carries a $149.99 suggested retail price, and is said to
offer intuitive features to easily produce Polaroid Classic Border, full bleed
and contemporary 3-by-4 inch photos in under a minute.
The portable unit weighs less than 15 ounces, and will wirelessly
connect to most cell phones with Bluetooth support, and to digital cameras
using a USB cable.
The GL10's internal rechargeable battery prints up to 40 images per