NEW INSTAX SUGGESTS IT’S HIP TO BE SQUARE

Fujifilm UK chose the hipster-ish setting of London’s Spiritland venue to launch its latest boxy instant camera in the classic styled Instax Square SQ40 (pictured with Fuji UK Marketing Executive Caitlin Clark), which outputs larger prints more closely reminiscent of old Polaroids than the credit card sized prints from models lower down the range.

“Consumers love our Instax Mini 40 instant camera, so expanding the line to include a square format option just made sense,” reckons Fujifilm Europe’s Senior Vice President for Imaging Solutions Shin Udono. “Not only can Instax fans now have another instant camera with a classic look, but they can also now enjoy the SQ40’s large, square image area.”

As we’d expect, there’s a dedicated ‘selfie’ setting accessed via a twist of the SQ40’s camera lens, while a selfie mirror also features on the body for easier self-portraits.

Additionally, the manufacturer has released a new ‘Sunset’ instant film compatible with the new camera that features a variety of film borders with soft colour gradients said to suggest