Founded in 1932 by Edwin H. Land, the Polaroid captured not only the moment, but also the hearts of all those who clicked and processed the instant photograph. The lack of control, unforeseen results and distorted color attracted users, resulting in a unique, innovative photographing experience.

The Polaroid journeyed through an approximate 60-year era, aiding everyone from police investigations to fashion designers and iconic photographers, before the film was discontinued in 2008. Theory commemorated the medium of The Polaroid with a campaign shot by photographer David Slijper that was displayed in store and in brand advertising worldwide.