Thursday, Jan. 6, 2011 | 10:06 p.m.
2011 International CES
Beyond the Sun
Lady Gaga fans and curious conventioneers flocked to the Polaroid booth at the Consumer Electronics Show on Thursday to see the eccentric performer and her new product line for the camera company.
Polaroid’s Grey Label line, which the company says Lady Gaga had creative control over, includes a portable photo printer, a pair of camera glasses and the rebirth of Polaroid’s instant camera.
Shortly after taking the stage with Polaroid Chairman Bobby Sager, Gaga unveiled a mannequin wearing the company’s new GL20 camera glasses, almost identical to the ones she was wearing.
The glasses include a built-in camera and dual LCD screens that display photos or videos on the outer side of the lens. Photos and videos can be uploaded to a USB drive, which is located in an earpiece, or sent to other devices via Bluetooth — including the Polaroid portable printer in the Grey Line.
“The glasses are very exciting because they are merging fashion and technology. We are creating something that’s innovative and also cultural,” Gaga said.
The GL20 camera glasses will be available later this year. A price has not yet been announced.
The first item of Gaga’s Grey Line that fans will be able to get their hands on will be the GL10 portable printer, slated to hit stores in April at a price about $150. Gaga demonstrated how users will be able to send photos from devices like mobile phones directly to the printer that can make Polaroid-style copies of the photo.
The printer works with any Bluetooth-enabled device, except the iPhone, she said. It was not because Polaroid didn’t want it to, but because the iPhone doesn’t have the capabilities, Gaga said.
“I’m really excited about this because all my most exciting and embarrassing photos are taken at my favorite bar in New York City on my phone,” Gaga said.
The singer also announced a digital camera styled to look like some of Polaroid’s historic instant cameras. It comes with a hard drive to store digital photos, as well as a built-in printer that can print photos in seconds.
The camera, which the company called GL30, is expected to hit the market in the fourth quarter of 2011. Pricing was not announced.
This year’s CES marks a full year of collaboration between Gaga and Polaroid. The company announced last year — to a much smaller crowd — that the singer would take on the role as a Polaroid creative director for a specialty line of products.
“As a musician and as an artist, I want to thank Polaroid for treating me not as a spokesperson and not as a face for the brand,” Gaga said. “They honored me as a woman and creative director, and they really put let me put my hands in there and design this myself.”