Polaroid opens ‘Analog Journey’ pop-up at Parnas Seoul on 25 June
Polaroid will open its ‘Analog Journey’ pop-up store at the Parnas Hotel in Seoul’s Gangnam district from 25 June to 16 July, coinciding with the global launch of its newest instant camera. Framed as ‘a one-day trip away from screens,’ the activation reimagines the visit itself as a brand asset — a staged journey that visitors complete with a stamped passport and a Polaroid photograph as the proof of the trip.
Polaroid Korea has positioned 2026 as the year of its full-scale return to the Korean market. The first quarter focused on stabilising its Naver Brand Store and rebuilding its retail channel structure. The Parnas pop-up is the next step — a deliberate conversion of the global digital-detox trend and Gen Z’s analog revival into a physical experience.
Founded in 1937 in the United States, Polaroid is the original instant photography brand. Under the belief that “the best of life is analog,” Polaroid stands for analog ways of living in an over-digitalised world. Every Polaroid photo is proof of a moment someone spent away from screens. In 2026, the company is re-entering the Korean market through its Naver Brand Store and an expanding offline retail footprint.
