The Grey Label family will include the GL10 Instant Printer and two other already announced products, as well as a "smart camera phone," software, and a "whole ecosphere" of other items collaboratively designed with Lady Gaga, said Polaroid Chairman Bobby Sager, at a press event in New York City.
"We won't just think 'outside the box.' We'll crush the box," Sager
contended, in a presentation at the launch event for the GL10 - a small, portable instant printer designed for use with images stored in cell phones, PCs, and digital cameras.
In an interview with PrinterComparison
at the launch, Sager
later outlined his
broader vision for the Grey Line as well as the role Lady Gaga plays in product design.
All Grey Label products will need to have "something 'Polaroid' about them," Sager
elaborated, pointing to Polaroid's
long-time heritage in instant printing.
"Someone will have to convince me that this is a product Polaroid should do."
Although engineers in Polaroid's
R&D department are actually crafting the consumer products, Lady Gaga
is taking a highly active role as a "30,000-foot inspirational person," the Polaroid
chairman told me. "We didn't want just some kind of celebrity spokesperson."
The singer participates in and makes suggestions at Polaroid product planning meetings, according to Sager
used input from Gaga
in deciding on the GL10's leather-and-brushed metal casing, for example.
On another future product, which Sager
wouldn't specify, Lady Gaga
has given advice about "colors and where the buttons should be.
Added Sager: "She's
very interested in how to make the products 'cool,' and in how people will use the products in their daily lives."
has already signed on for one three-year contract for Lady Gaga's
service, that he
expects to ink her
to at least one more three-year contract, and that she
might even take an equity stake in Polaroid
new GL10 printer uses 3 x 4-inch ZINK paper.
The ZINK technology is made up of a mixture of CYM dye crystals.
The heat from the camera activates the crystals to create photo images.
The new 15-ounce printer is larger than Polaroid's
previous Pogo Instant Mobile Printer, and it prints out much more quickly, producing photos in less than one minute, Sager