“Say cheese!”
The LEGO Group and Polaroid are kicking off 2024 with an iconic addition to LEGO Ideas. Comprising 516 individual pieces, the Polaroid OneStep SX-70 is a 1:1 scale replica that faithfully recreates the revered 1970s camera in brick form for the first time.
Founded by Edwin Land in 1937, Polaroid got its start producing ski goggles and 3D glasses for the US Army and Navy. Eventually turning his attention to other venues, Land would create the first instant camera in 1947. With the 1972 introduction of the breakthrough SX-70 camera, Land launched instant photography as we know it today.
Polaroid cameras would go on to inspire artists such as Andy Warhol, Helmut Newton, Keith Haring, and Guy Bourdin who raised the brand to the status of cultural icon. The release of the OneStep SX-70 in 1977 brought instant photography to many households across the world, allowing people to develop photographs in their hands.
LEGO’s new building set is officially the 53rd product from the fan-sourced platform. The set incorporates many of the design features that made the original OneStep camera so popular with fans. In addition to a working viewfinder, the finished model also features the iconic Colour Spectrum, an exposure compensation dial, and a shutter button so that you can load and select any of the three LEGO Polaroid illustrated “photos” — including one of Edwin Land himself. An opening film door is also included, along with a buildable Polaroid Time-Zero Land Film pack.
Says fan builder Minibrick Productions about his inspiration for the design: “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.” He continues, “I’ve always loved the design of the Polaroid OneStep. It’s incredibly iconic and shows up everywhere.”
To celebrate the launch of this new set, the LEGO Group created an unconventional marketing campaign highlighting the one key feature that the product lacks — functionality. This photography-led campaign for a non-functioning camera includes a “NOT SHOT ON LEGO Polaroid Camera” sticker being slapped across photos in surprising places — subtly making every photo ever taken part of the campaign.
Recommended for adult builders ages 18 and older, the new LEGO Ideas Polaroid OneStep SX-70 Camera is available now and priced at $79.99 USD.
Will you be adding this picture-perfect model to your LEGO display?
