Cutting-edge photographers who love its
larger-than-life format often use the 20x24
camera for their work. Now, you too can
explore this one-of-a-kind art form by renting
Studio 3000 Prague Contact: Jan Hnizdo
Tel: +42 02 302 2787 Fax: +42 02 302 4606
www.polaroid.com
Polaroid 20x24 San Francisco Contact: Tracy Storer
Tel: +1 415 420 1928 Fax: +1 510 526 8581
For more information, including estimates
for on-location shoots, contact:
Studio shooting areas range from 900 to
1400 square feet (100 to 150 sq.m) with 11
foot ceilings (3,5 m). Daily studio rental rates
range from $900 to $1,200 (€990 to €1320)
depending on its location, with half-day and
hourly rentals available. Film cost averages
$60 to $80 (€90) per exposure.
one of the 20x24 Camera Studios located in
New York, San Francisco and Prague or at any
of the worldwide locations. The full-time service
of a technical expert to operate the camera
and supervise studio lighting is included in
the rental, with assistance as comprehensive
(or unobtrusive) as you desire.
14 Los Angeles
Mark Laita Photography
3815 Main Street,
Culver City, CA 90232
Telephone: +1 310 836 1645
Facsimile: +1 310 836 0345
13 Osaka
NPKK
1-16-30, Higashi Shinsaibashi,
Chuo-ku, Osaka, 542-0083
Contact: Naoyuki Higuchi
Telephone: +81 (0) 6 6252 1761
Email: [email protected]
12 Tokyo
Studio Mash
Kyotoso Bldg, B1, 2-23 lchigaya
Hommura-cho, Shinjuku, Tokyo, 162-0845
Contact: Kenji Oki
Telephone: +81 (0) 3 3269 6368
Email: [email protected]
11 Copenhagen
Studio 56
Borgergade 6A, 1300 Copenhagen K
Contact: Peter Aagaard
Telephone: +45 4542 3774
Facsimile: +45 4542 5501
Email: [email protected]
The large-scale
instant creation
process has
no equal.
Polaroid 20x24 Studio Contact: John Reuter
Tel: +1 212 925 1403 Fax: +1 212 925 2239
10 Paris
Studio Luce 9 rue Paul Sort F-75014 Paris
Contact: Paolo Roversi
Telephone: +33 (0) 1 4540 4049
9 Milan
Photomovie Renato Broglia,
Viale Ranzoni 15/a
20149 Milano
Telephone: +39 02 4009 2132
Email: [email protected]
8 Prague
Studia 3000
Cistovicka 31, CZ-16300 Praha 6
Contact: Jan Hnizdo
Telephone: +42 02 302 2787
Email: [email protected]
7 Sarasota
Photo Tech
2 North Tuttle Avenue, Sarasota, FL 34237
Contact: Peter Turo
Telephone: +1 941 955 9705
Facsimile: +1 941 955 9416
6 Salt Lake City
Michael McRae Studio
925 South West Temple
Salt Lake City, Utah 84101
Telephone: +1 801 328 3633
20x24
overview
As prints are peeled and pinned up for
evaluation, decisions can be made quickly
and collaborative efforts advanced more
efficiently than with any other process.
Large-scale analog capture is the quickest
and most efficient way to capture imagery
destined for large-scale replication. 20x24
images can be scanned with digital backs for
print or fine art limited edition portfolios. No
detail is lost from the original in the process.
PID: 637596 02/02 Literature Code: AC0489EN0202
Note: All specifications subject to change without notice ©Polaroid.
“Polaroid”, “Polacolor” and “PolaPan” are trademarks of Polaroid Corporation, Cambridge, MA 02139
Columbia College Chicago
72 E. 11th St., Rm.
602 Chicago, IL 60605
Contact: Tom Nowack
Telephone: +1 312 344 6342
2 San Francisco
Tracy Storer Photography
Blue Sky Rental Studios
2325 Third Street, Suite 434
San Francisco, CA 94107
Contact: Tracy Storer
Telephone: +1 415 420 1928
Facsimile: +1 510 526 8581
1 New York
Polaroid 20x24 Studio
588 Broadway Suite 1010, New York, NY
Contact: John Reuter
Telephone: +1 212 925 1403
Email: [email protected]
20x24 worldwide
20x24
the films
Historical Notes:
The film’s exquisite resolution,
virtually grainless surface and
extremely large format allow
accurate documentation, far
surpassing all other photographic
systems. Combining large print
size, film processing speed and
the camera’s ability to capture
the most minute detail makes
the 20x24 system a matchless
tool for large-scale photographic
purposes. Photographers are
offered a range of the best films
Polaroid manufactures.
Legend has it that the 20x24 Polaroid format
had its origins in an anniversary present for one
of Polaroid’s pioneers.
Two Polaroid engineers rigged a Polaroid back
behind a Robertson Loge process camera to make
a portrait of Howie Rogers, Polaroid’s Director of
Research and inventor of Polacolor film.
The largest size image of this camera happened
to be 20x24 inches, a common reproduction size
but a rare photographic size. This portrait came
to the attention of Dr. Land and his enthusiastic
response led to the creation of the Polaroid
20x24 camera. Dr. Land was six weeks away
from introducing Polacolor film in 8x10 format
and he thought it would be very dramatic to
introduce the film on an even more impressive
scale, 20x24.
Polacolor ER (P3)
He asked his team to come up with a camera
to photograph a subject live from the stage of
the shareholder’s meeting, often a venue for
Dr. Land to make spectacular debuts.
The first camera was somewhat crude, weighing
in at 600 pounds and employing a barber
chair’s support for a tripod. Nonetheless, it
made spectacular images and the Polaroid
20x24 format was brought into the world. Five
cameras were designed and constructed by
Polaroid’s engineering groups, woodworking and
metal working shops, which normally created
prototype models for future Polaroid cameras.
Image shot with Polaroid Land Camera,
Polaplan ER (P3) - colour film
By Hella Krauss
Contact: [email protected]
Cameras scattered around the world, settling
in Amsterdam, Tokyo, and Cambridge. These
studios began to invite photographers in to
experiment and these early sessions yielded
important images by Andy Warhol, Chuck
Close, Arnold Newman, Marie Cosindas, William
Wegman, Olivia Parker, Robert Fichter, Betty
Hahn, Michael Bishop and many others. These
artists set the bar for a generation of artists to
follow, including Sandi Fellman, Barbara Kasten,
Rosie Purcell, Evergon, David Levinthal, Timothy
Greenfield-Sanders, Dawoud Bey, Ellen Carey,
Jose Picayo and others. The camera attracted
artists known for other media, such as painter
Robert Rauschenberg, film director Tim Burton,
and theater director Robert Wilson. They have
contributed to the dialog that has become the
20x24 aesthetic, a far ranging exploration that
pushes the envelope of what is possible with
this mammoth camera and now famous format.
Contact: www.wisner.com
By Tracy Storer
Contact: www.mammothcamera.com
Shot with 40x80 camera - Image from
“Faces of Ground Zero” Exhibition By Joe McNally
Contact: www.joemcnally.com
rent the 20x24 for a
BIG experience
Contact: Laurel Parker at Moby c Studio,
20 East Second Street, New York, NY 10003
Telephone: +1 212 505 8814
Email: [email protected]
Built by Polaroid in 1976, the 40x80 Camera,
the world’s largest instant camera and
the only one of its kind, produces prints
measuring 44 inches wide and up to 100
inches long. The 40x80 Camera is now
housed in Manhattan at Moby c, a 2500
square foot studio in the East Village. Studio
director and photographer Mark Sobczak
has been operating the camera since 1994.
the 40x80 camera
By Peter Aagaard
Contact: [email protected]
5 Chicago
4 Boston
Massachusetts College of Art
621 Huntington Avenue Boston, MA 02115
Contact: Keitaro Yoshioka
Telephone: +1 617 879 7495
3 Cambridge
607 Franklin Street Cambridge, MA 02139
Contact: Elsa Dorfman
Telephone: +1 617 876 6416
+1 212 979 0293
itself weighs 50 pounds, cassette film
holder 35 pounds when loaded and the
processor 50 pounds. Because of the light
weight and interface frame the camera can
shoot in vertical or horizontal format.
The field camera can also be positioned
at increased angles, allowing unusual
perspectives relative to the subject. Rear
standard tilt also allows greater control of
image perspective when shooting still life
and architectural subject matter. The light
weight of the system allows it easier access
to remote location areas, bringing large
format photography to new levels.
20x24
studio locations & contacts
Front Cover Image By William Wegman
Focus Pokus, 1998. WI# 7058 Color Polaroid 24x20 inches
Contact: www.wegmanworld.com
Polacolor ER (P3) - colour film
By Elsa Dorfman
Contact: www.elsa.photo.net
Polacolor Pro 100 (P6v6) - colour film
By Takanobu Hayashi
Tel: +81 (0) 3 3438 8886
Produces an excellent high grain glossy
instant print. Ideal for image transfer
and emulsion lift. Polacolor ER film
was originally developed for faithful
rendition of skin tones and, as a result,
its colour balance is far more flattering
than conventional film for portrait
photography. It records other subjects
equally well, beautifully translating colour
nuances while capturing every fine
physical distinction. Polacolor ER ranks
among the most archival stable
photographic films currently available.
The field system features great portability
with its three component parts. It allows
delivery to remote locations using standard
package carriers and can be transported
locally in a large car or minivan. The camera
Polaroid, in conjunction with the Wisner
Manufacturing Company is offering 2
versions of the 20x24 system. A field version
of the 20x24 camera, with separate film
cassette and off camera processor has been
available for nearly 2 years. The most recent
addition to the Wisner family is a replication
of Polaroid’s original ‘all in one’ design. These
options offer the photographer great flexibility
depending on their needs.
Top left: William Wegman in Maine, 1980
Top right: Patrick Nagatani and Andree Tracy, 1983
Bottom left: Andy Warhol, Cambridge Studio, 1978
Bottom right: Wisner 20x24 Polaroid Field System
The new Wisner 20x24 Studio system
replicates the classic all in one design of
the original Polaroid camera system of the
1970s. This design houses the processor
back in the camera itself, constricting it to
a vertical format with no rear movements
but allowing faster sequential operation.
This heavier system is more at home in
the studio but can be transported in a cargo
van for location shooting. These two large
format systems allow the professional
photographer an unparalleled creative
experience. From fashion and beauty,
to portraiture and figure study, to still life
and architectural photography, these
Wisner 20x24 systems allow the artist
to completely control and monitor the
evolution of their creative vision.
Shooting sessions become a team effort
with all of the creative staff participating
in the process, from art director to
photographer, from model to stylist,
or even visiting bystander.
The Wisner 20x24 field system can be
ordered with multiple Polaroid film cassettes
to facilitate sequential shooting or different
film types. Conventional film cassettes can
also be ordered as an option in sizes ranging
from 20x24, 16x20, 12x20 and 11x14. The
field system can be ordered with a wooden
Reis tripod with or without studio dolly or
with the new studio stand, offering four
point support for quicker studio operation.
The legendary 20x24 camera,
regarded for many years as one
of the most unusual and most
amazing photographic tools
has entered a new phase.
Once limited to the original
5 units and available only in
select rental studios is now
being offered for sale by Wisner
Manufacturing Company.
20x24
the cameras
20x24
why use it
What is that aesthetic?
20x24 Polaroid images have often been
referred to as a cross between photography
and painting. The realism of mega-format
yields a look not unlike the painted realism
of Raphael or Chardin, the saturated colour
and vivid detail presenting a sense of
timelessness. The photographic negative that
creates the final positive image is consumed
in the process of diffusion dye transfer,
yielding a one of a kind image, an original
that can perhaps be duplicated but not
surpassed. The sheer size of the camera, a
five-foot tall and at times five foot long
object that weighs 235 pounds suggests a
different approach to seeing your subject.
Early work on the camera responded to its
static tendencies, producing many classic
still life and portrait images that looked back
to the 19th Century and beyond. Over time
innovations were inevitable, photographing
into a front surface mirror broke the
dominating verticality of the large format
and led to many experimental images.
Photographing outdoors, reproducing
transparencies, working with Image Transfer,
then Emulsion Transfer, combinations with
digital sources and collage originals have
led to a great expansion of what is
considered possible with the 20x24 format.
This vocabulary will be expanded greatly
as new camera systems enter the world
and individual owners put their own stamp
on what has come before. The history of
20x24 imagery is now legendary but the
future belongs to the new practitioners,
what will they contribute to the dialog?
The future is now available.
Polacolor Pro 100 (P6v6)
The sixth-generation redesign of
Polacolor film adds over 30 new and
improved “customer-driven” functional
attributes. The new film achieves a
distinctly higher level of brilliant colour
accuracy, faster film drying, brighter
colours - especially white, and
improved gloss finish.
Polapan Pro 100 (black & white)
This medium contrast film produces
a full range of grey tones with great
smoothness. It is perfect for portraits
and fashion photography. Its higher speed,
El 400, allows for greater depth of field
or available light photography.
Cross Process (chocolate)
Polapan Pro 100 - black & white film
By Timothy Greenfield-Sanders
Contact: www.greenfield-sanders.com
Cross Process (Chocolate)
By Joyce Tenneson
Tel: +1 212 279 4434
Cross process or chocolate film began
life as an accidental combination of
Polacolor ER negative and Polapan 100
positive and reagent. This unintended
combination produces a result where the
silver from the colour negative transfers
to the BW positive and the colour dyes
in the negative "stain" the BW positive.
This results in a chocolate brown image
colonization (cooler in tone than sepia)
and unusual suppressed highlights not
unlike 19th Century albumen prints.
The deep shadows can solarize at
times, producing an effect like no other
photographic process. The results are
stunning and Polaroid recommends
that final prints be scanned to insure
unlimited archival stability.
Fine Art Image
By John Reuter
Contact: www.johnreuter.com
Portrait Image
By Ben Fraser
Contact: www.benfraser.com
PID: 637596 02/02 Literature Code: AC0489EN0202
the 40x80 camera
By Peter Aagaard
Contact: [email protected]
5 Chicago
Columbia College Chicago
72 E. 11th St., Rm.
602 Chicago, IL 60605
Contact: Tom Nowack
Telephone: +1 312 344 6342
4 Boston
Massachusetts College of Art
621 Huntington Avenue Boston, MA 02115
Contact: Keitaro Yoshioka
Telephone: +1 617 879 7495
3 Cambridge
607 Franklin Street Cambridge, MA 02139
Contact: Elsa Dorfman
Telephone: +1 617 876 6416
+1 212 979 0293
itself weighs 50 pounds, cassette film
holder 35 pounds when loaded and the
processor 50 pounds. Because of the light
weight and interface frame the camera can
shoot in vertical or horizontal format.
The field camera can also be positioned
at increased angles, allowing unusual
perspectives relative to the subject. Rear
standard tilt also allows greater control of
image perspective when shooting still life
and architectural subject matter. The light
weight of the system allows it easier access
to remote location areas, bringing large
format photography to new levels.
2 San Francisco
Tracy Storer Photography
Blue Sky Rental Studios
2325 Third Street, Suite 434
San Francisco, CA 94107
Contact: Tracy Storer
Telephone: +1 415 420 1928
Facsimile: +1 510 526 8581
1 New York
Polaroid 20x24 Studio
588 Broadway Suite 1010, New York, NY
Contact: John Reuter
Telephone: +1 212 925 1403
Email: [email protected]
9 Milan
Photomovie Renato Broglia,
Viale Ranzoni 15/a
20149 Milano
Telephone: +39 02 4009 2132
Email: [email protected]
8 Prague
Studia 3000
Cistovicka 31, CZ-16300 Praha 6
Contact: Jan Hnizdo
Telephone: +42 02 302 2787
Email: [email protected]
7 Sarasota
Photo Tech
2 North Tuttle Avenue, Sarasota, FL 34237
Contact: Peter Turo
Telephone: +1 941 955 9705
Facsimile: +1 941 955 9416
6 Salt Lake City
Michael McRae Studio
925 South West Temple
Salt Lake City, Utah 84101
Telephone: +1 801 328 3633
For more information, including estimates
for on-location shoots, contact:
Studio shooting areas range from 900 to
1400 square feet (100 to 150 sq.m) with 11
foot ceilings (3,5 m). Daily studio rental rates
range from $900 to $1,200 (€990 to €1320)
depending on its location, with half-day and
hourly rentals available. Film cost averages
$60 to $80 (€90) per exposure.
one of the 20x24 Camera Studios located in
New York, San Francisco and Prague or at any
of the worldwide locations. The full-time service
of a technical expert to operate the camera
and supervise studio lighting is included in
the rental, with assistance as comprehensive
(or unobtrusive) as you desire.
14 Los Angeles
Mark Laita Photography
3815 Main Street,
Culver City, CA 90232
Telephone: +1 310 836 1645
Facsimile: +1 310 836 0345
13 Osaka
NPKK
1-16-30, Higashi Shinsaibashi,
Chuo-ku, Osaka, 542-0083
Contact: Naoyuki Higuchi
Telephone: +81 (0) 6 6252 1761
Email: [email protected]
12 Tokyo
Studio Mash
Kyotoso Bldg, B1, 2-23 lchigaya
Hommura-cho, Shinjuku, Tokyo, 162-0845
Contact: Kenji Oki
Telephone: +81 (0) 3 3269 6368
Email: [email protected]
11 Copenhagen
Studio 56
Borgergade 6A, 1300 Copenhagen K
Contact: Peter Aagaard
Telephone: +45 4542 3774
Facsimile: +45 4542 5501
Email: [email protected]
20x24
studio locations & contacts
Polacolor Pro 100 (P6v6) - colour film
By Takanobu Hayashi
Tel: +81 (0) 3 3438 8886
20x24
the cameras
10 Paris
Studio Luce 9 rue Paul Sort F-75014 Paris
Contact: Paolo Roversi
Telephone: +33 (0) 1 4540 4049
Polaroid 20x24 Studio Contact: John Reuter
Tel: +1 212 925 1403 Fax: +1 212 925 2239
20x24 worldwide
Image shot with Polaroid Land Camera,
Polaplan ER (P3) - colour film
By Hella Krauss
Contact: [email protected]
Cameras scattered around the world, settling
in Amsterdam, Tokyo, and Cambridge. These
studios began to invite photographers in to
experiment and these early sessions yielded
important images by Andy Warhol, Chuck
Close, Arnold Newman, Marie Cosindas, William
Wegman, Olivia Parker, Robert Fichter, Betty
Hahn, Michael Bishop and many others. These
artists set the bar for a generation of artists to
follow, including Sandi Fellman, Barbara Kasten,
Rosie Purcell, Evergon, David Levinthal, Timothy
Greenfield-Sanders, Dawoud Bey, Ellen Carey,
Jose Picayo and others. The camera attracted
artists known for other media, such as painter
Robert Rauschenberg, film director Tim Burton,
and theater director Robert Wilson. They have
contributed to the dialog that has become the
20x24 aesthetic, a far ranging exploration that
pushes the envelope of what is possible with
this mammoth camera and now famous format.
Polacolor ER (P3) - colour film
By Elsa Dorfman
Contact: www.elsa.photo.net
Produces an excellent high grain glossy
instant print. Ideal for image transfer
and emulsion lift. Polacolor ER film
was originally developed for faithful
rendition of skin tones and, as a result,
its colour balance is far more flattering
than conventional film for portrait
photography. It records other subjects
equally well, beautifully translating colour
nuances while capturing every fine
physical distinction. Polacolor ER ranks
among the most archival stable
photographic films currently available.
The legendary 20x24 camera,
regarded for many years as one
of the most unusual and most
amazing photographic tools
has entered a new phase.
Once limited to the original
5 units and available only in
select rental studios is now
being offered for sale by Wisner
Manufacturing Company.
Built by Polaroid in 1976, the 40x80 Camera,
the world’s largest instant camera and
the only one of its kind, produces prints
measuring 44 inches wide and up to 100
inches long. The 40x80 Camera is now
housed in Manhattan at Moby c, a 2500
square foot studio in the East Village. Studio
director and photographer Mark Sobczak
has been operating the camera since 1994.
Polaroid 20x24 San Francisco Contact: Tracy Storer
Tel: +1 415 420 1928 Fax: +1 510 526 8581
The first camera was somewhat crude, weighing
in at 600 pounds and employing a barber
chair’s support for a tripod. Nonetheless, it
made spectacular images and the Polaroid
20x24 format was brought into the world. Five
cameras were designed and constructed by
Polaroid’s engineering groups, woodworking and
metal working shops, which normally created
prototype models for future Polaroid cameras.
The Wisner 20x24 field system can be
ordered with multiple Polaroid film cassettes
to facilitate sequential shooting or different
film types. Conventional film cassettes can
also be ordered as an option in sizes ranging
from 20x24, 16x20, 12x20 and 11x14. The
field system can be ordered with a wooden
Reis tripod with or without studio dolly or
with the new studio stand, offering four
point support for quicker studio operation.
Contact: Laurel Parker at Moby c Studio,
20 East Second Street, New York, NY 10003
Telephone: +1 212 505 8814
Email: [email protected]
Studio 3000 Prague Contact: Jan Hnizdo
Tel: +42 02 302 2787 Fax: +42 02 302 4606
Polacolor ER (P3)
Top left: William Wegman in Maine, 1980
Top right: Patrick Nagatani and Andree Tracy, 1983
Bottom left: Andy Warhol, Cambridge Studio, 1978
Bottom right: Wisner 20x24 Polaroid Field System
rent the 20x24 for a
BIG experience
www.polaroid.com
The largest size image of this camera happened
to be 20x24 inches, a common reproduction size
but a rare photographic size. This portrait came
to the attention of Dr. Land and his enthusiastic
response led to the creation of the Polaroid
20x24 camera. Dr. Land was six weeks away
from introducing Polacolor film in 8x10 format
and he thought it would be very dramatic to
introduce the film on an even more impressive
scale, 20x24.
Polaroid, in conjunction with the Wisner
Manufacturing Company is offering 2
versions of the 20x24 system. A field version
of the 20x24 camera, with separate film
cassette and off camera processor has been
available for nearly 2 years. The most recent
addition to the Wisner family is a replication
of Polaroid’s original ‘all in one’ design. These
options offer the photographer great flexibility
depending on their needs.
Cutting-edge photographers who love its
larger-than-life format often use the 20x24
camera for their work. Now, you too can
explore this one-of-a-kind art form by renting
Two Polaroid engineers rigged a Polaroid back
behind a Robertson Loge process camera to make
a portrait of Howie Rogers, Polaroid’s Director of
Research and inventor of Polacolor film.
The film’s exquisite resolution,
virtually grainless surface and
extremely large format allow
accurate documentation, far
surpassing all other photographic
systems. Combining large print
size, film processing speed and
the camera’s ability to capture
the most minute detail makes
the 20x24 system a matchless
tool for large-scale photographic
purposes. Photographers are
offered a range of the best films
Polaroid manufactures.
Legend has it that the 20x24 Polaroid format
had its origins in an anniversary present for one
of Polaroid’s pioneers.
He asked his team to come up with a camera
to photograph a subject live from the stage of
the shareholder’s meeting, often a venue for
Dr. Land to make spectacular debuts.
Front Cover Image By William Wegman
Focus Pokus, 1998. WI# 7058 Color Polaroid 24x20 inches
Contact: www.wegmanworld.com
Shot with 40x80 camera - Image from
“Faces of Ground Zero” Exhibition By Joe McNally
Contact: www.joemcnally.com
Large-scale analog capture is the quickest
and most efficient way to capture imagery
destined for large-scale replication. 20x24
images can be scanned with digital backs for
print or fine art limited edition portfolios. No
detail is lost from the original in the process.
The new Wisner 20x24 Studio system
replicates the classic all in one design of
the original Polaroid camera system of the
1970s. This design houses the processor
back in the camera itself, constricting it to
a vertical format with no rear movements
but allowing faster sequential operation.
This heavier system is more at home in
the studio but can be transported in a cargo
van for location shooting. These two large
format systems allow the professional
photographer an unparalleled creative
experience. From fashion and beauty,
to portraiture and figure study, to still life
and architectural photography, these
Wisner 20x24 systems allow the artist
to completely control and monitor the
evolution of their creative vision.
Shooting sessions become a team effort
with all of the creative staff participating
in the process, from art director to
photographer, from model to stylist,
or even visiting bystander.
Note: All specifications subject to change without notice ©Polaroid.
“Polaroid”, “Polacolor” and “PolaPan” are trademarks of Polaroid Corporation, Cambridge, MA 02139
Historical Notes:
By Tracy Storer
Contact: www.mammothcamera.com
As prints are peeled and pinned up for
evaluation, decisions can be made quickly
and collaborative efforts advanced more
efficiently than with any other process.
Contact: www.wisner.com
The large-scale
instant creation
process has
no equal.
20x24
the films
The field system features great portability
with its three component parts. It allows
delivery to remote locations using standard
package carriers and can be transported
locally in a large car or minivan. The camera
20x24
overview
20x24
why use it
What is that aesthetic?
20x24 Polaroid images have often been
referred to as a cross between photography
and painting. The realism of mega-format
yields a look not unlike the painted realism
of Raphael or Chardin, the saturated colour
and vivid detail presenting a sense of
timelessness. The photographic negative that
creates the final positive image is consumed
in the process of diffusion dye transfer,
yielding a one of a kind image, an original
that can perhaps be duplicated but not
surpassed. The sheer size of the camera, a
five-foot tall and at times five foot long
object that weighs 235 pounds suggests a
different approach to seeing your subject.
Early work on the camera responded to its
static tendencies, producing many classic
still life and portrait images that looked back
to the 19th Century and beyond. Over time
innovations were inevitable, photographing
into a front surface mirror broke the
dominating verticality of the large format
and led to many experimental images.
Photographing outdoors, reproducing
transparencies, working with Image Transfer,
then Emulsion Transfer, combinations with
digital sources and collage originals have
led to a great expansion of what is
considered possible with the 20x24 format.
This vocabulary will be expanded greatly
as new camera systems enter the world
and individual owners put their own stamp
on what has come before. The history of
20x24 imagery is now legendary but the
future belongs to the new practitioners,
what will they contribute to the dialog?
The future is now available.
Polacolor Pro 100 (P6v6)
The sixth-generation redesign of
Polacolor film adds over 30 new and
improved “customer-driven” functional
attributes. The new film achieves a
distinctly higher level of brilliant colour
accuracy, faster film drying, brighter
colours - especially white, and
improved gloss finish.
Polapan Pro 100 (black & white)
This medium contrast film produces
a full range of grey tones with great
smoothness. It is perfect for portraits
and fashion photography. Its higher speed,
El 400, allows for greater depth of field
or available light photography.
Cross Process (chocolate)
Polapan Pro 100 - black & white film
By Timothy Greenfield-Sanders
Contact: www.greenfield-sanders.com
Cross Process (Chocolate)
By Joyce Tenneson
Tel: +1 212 279 4434
Cross process or chocolate film began
life as an accidental combination of
Polacolor ER negative and Polapan 100
positive and reagent. This unintended
combination produces a result where the
silver from the colour negative transfers
to the BW positive and the colour dyes
in the negative "stain" the BW positive.
This results in a chocolate brown image
colonization (cooler in tone than sepia)
and unusual suppressed highlights not
unlike 19th Century albumen prints.
The deep shadows can solarize at
times, producing an effect like no other
photographic process. The results are
stunning and Polaroid recommends
that final prints be scanned to insure
unlimited archival stability.
Fine Art Image
By John Reuter
Contact: www.johnreuter.com
Portrait Image
By Ben Fraser
Contact: www.benfraser.com
PID: 637596 02/02 Literature Code: AC0489EN0202
the 40x80 camera
By Peter Aagaard
Contact: [email protected]
5 Chicago
Columbia College Chicago
72 E. 11th St., Rm.
602 Chicago, IL 60605
Contact: Tom Nowack
Telephone: +1 312 344 6342
4 Boston
Massachusetts College of Art
621 Huntington Avenue Boston, MA 02115
Contact: Keitaro Yoshioka
Telephone: +1 617 879 7495
3 Cambridge
607 Franklin Street Cambridge, MA 02139
Contact: Elsa Dorfman
Telephone: +1 617 876 6416
+1 212 979 0293
itself weighs 50 pounds, cassette film
holder 35 pounds when loaded and the
processor 50 pounds. Because of the light
weight and interface frame the camera can
shoot in vertical or horizontal format.
The field camera can also be positioned
at increased angles, allowing unusual
perspectives relative to the subject. Rear
standard tilt also allows greater control of
image perspective when shooting still life
and architectural subject matter. The light
weight of the system allows it easier access
to remote location areas, bringing large
format photography to new levels.
2 San Francisco
Tracy Storer Photography
Blue Sky Rental Studios
2325 Third Street, Suite 434
San Francisco, CA 94107
Contact: Tracy Storer
Telephone: +1 415 420 1928
Facsimile: +1 510 526 8581
1 New York
Polaroid 20x24 Studio
588 Broadway Suite 1010, New York, NY
Contact: John Reuter
Telephone: +1 212 925 1403
Email: [email protected]
9 Milan
Photomovie Renato Broglia,
Viale Ranzoni 15/a
20149 Milano
Telephone: +39 02 4009 2132
Email: [email protected]
8 Prague
Studia 3000
Cistovicka 31, CZ-16300 Praha 6
Contact: Jan Hnizdo
Telephone: +42 02 302 2787
Email: [email protected]
7 Sarasota
Photo Tech
2 North Tuttle Avenue, Sarasota, FL 34237
Contact: Peter Turo
Telephone: +1 941 955 9705
Facsimile: +1 941 955 9416
6 Salt Lake City
Michael McRae Studio
925 South West Temple
Salt Lake City, Utah 84101
Telephone: +1 801 328 3633
For more information, including estimates
for on-location shoots, contact:
Studio shooting areas range from 900 to
1400 square feet (100 to 150 sq.m) with 11
foot ceilings (3,5 m). Daily studio rental rates
range from $900 to $1,200 (€990 to €1320)
depending on its location, with half-day and
hourly rentals available. Film cost averages
$60 to $80 (€90) per exposure.
one of the 20x24 Camera Studios located in
New York, San Francisco and Prague or at any
of the worldwide locations. The full-time service
of a technical expert to operate the camera
and supervise studio lighting is included in
the rental, with assistance as comprehensive
(or unobtrusive) as you desire.
14 Los Angeles
Mark Laita Photography
3815 Main Street,
Culver City, CA 90232
Telephone: +1 310 836 1645
Facsimile: +1 310 836 0345
13 Osaka
NPKK
1-16-30, Higashi Shinsaibashi,
Chuo-ku, Osaka, 542-0083
Contact: Naoyuki Higuchi
Telephone: +81 (0) 6 6252 1761
Email: [email protected]
12 Tokyo
Studio Mash
Kyotoso Bldg, B1, 2-23 lchigaya
Hommura-cho, Shinjuku, Tokyo, 162-0845
Contact: Kenji Oki
Telephone: +81 (0) 3 3269 6368
Email: [email protected]
11 Copenhagen
Studio 56
Borgergade 6A, 1300 Copenhagen K
Contact: Peter Aagaard
Telephone: +45 4542 3774
Facsimile: +45 4542 5501
Email: [email protected]
20x24
studio locations & contacts
Polacolor Pro 100 (P6v6) - colour film
By Takanobu Hayashi
Tel: +81 (0) 3 3438 8886
20x24
the cameras
10 Paris
Studio Luce 9 rue Paul Sort F-75014 Paris
Contact: Paolo Roversi
Telephone: +33 (0) 1 4540 4049
Polaroid 20x24 Studio Contact: John Reuter
Tel: +1 212 925 1403 Fax: +1 212 925 2239
20x24 worldwide
Image shot with Polaroid Land Camera,
Polaplan ER (P3) - colour film
By Hella Krauss
Contact: [email protected]
Cameras scattered around the world, settling
in Amsterdam, Tokyo, and Cambridge. These
studios began to invite photographers in to
experiment and these early sessions yielded
important images by Andy Warhol, Chuck
Close, Arnold Newman, Marie Cosindas, William
Wegman, Olivia Parker, Robert Fichter, Betty
Hahn, Michael Bishop and many others. These
artists set the bar for a generation of artists to
follow, including Sandi Fellman, Barbara Kasten,
Rosie Purcell, Evergon, David Levinthal, Timothy
Greenfield-Sanders, Dawoud Bey, Ellen Carey,
Jose Picayo and others. The camera attracted
artists known for other media, such as painter
Robert Rauschenberg, film director Tim Burton,
and theater director Robert Wilson. They have
contributed to the dialog that has become the
20x24 aesthetic, a far ranging exploration that
pushes the envelope of what is possible with
this mammoth camera and now famous format.
Polacolor ER (P3) - colour film
By Elsa Dorfman
Contact: www.elsa.photo.net
Produces an excellent high grain glossy
instant print. Ideal for image transfer
and emulsion lift. Polacolor ER film
was originally developed for faithful
rendition of skin tones and, as a result,
its colour balance is far more flattering
than conventional film for portrait
photography. It records other subjects
equally well, beautifully translating colour
nuances while capturing every fine
physical distinction. Polacolor ER ranks
among the most archival stable
photographic films currently available.
The legendary 20x24 camera,
regarded for many years as one
of the most unusual and most
amazing photographic tools
has entered a new phase.
Once limited to the original
5 units and available only in
select rental studios is now
being offered for sale by Wisner
Manufacturing Company.
Built by Polaroid in 1976, the 40x80 Camera,
the world’s largest instant camera and
the only one of its kind, produces prints
measuring 44 inches wide and up to 100
inches long. The 40x80 Camera is now
housed in Manhattan at Moby c, a 2500
square foot studio in the East Village. Studio
director and photographer Mark Sobczak
has been operating the camera since 1994.
Polaroid 20x24 San Francisco Contact: Tracy Storer
Tel: +1 415 420 1928 Fax: +1 510 526 8581
The first camera was somewhat crude, weighing
in at 600 pounds and employing a barber
chair’s support for a tripod. Nonetheless, it
made spectacular images and the Polaroid
20x24 format was brought into the world. Five
cameras were designed and constructed by
Polaroid’s engineering groups, woodworking and
metal working shops, which normally created
prototype models for future Polaroid cameras.
The Wisner 20x24 field system can be
ordered with multiple Polaroid film cassettes
to facilitate sequential shooting or different
film types. Conventional film cassettes can
also be ordered as an option in sizes ranging
from 20x24, 16x20, 12x20 and 11x14. The
field system can be ordered with a wooden
Reis tripod with or without studio dolly or
with the new studio stand, offering four
point support for quicker studio operation.
Contact: Laurel Parker at Moby c Studio,
20 East Second Street, New York, NY 10003
Telephone: +1 212 505 8814
Email: [email protected]
Studio 3000 Prague Contact: Jan Hnizdo
Tel: +42 02 302 2787 Fax: +42 02 302 4606
Polacolor ER (P3)
Top left: William Wegman in Maine, 1980
Top right: Patrick Nagatani and Andree Tracy, 1983
Bottom left: Andy Warhol, Cambridge Studio, 1978
Bottom right: Wisner 20x24 Polaroid Field System
rent the 20x24 for a
BIG experience
www.polaroid.com
The largest size image of this camera happened
to be 20x24 inches, a common reproduction size
but a rare photographic size. This portrait came
to the attention of Dr. Land and his enthusiastic
response led to the creation of the Polaroid
20x24 camera. Dr. Land was six weeks away
from introducing Polacolor film in 8x10 format
and he thought it would be very dramatic to
introduce the film on an even more impressive
scale, 20x24.
Polaroid, in conjunction with the Wisner
Manufacturing Company is offering 2
versions of the 20x24 system. A field version
of the 20x24 camera, with separate film
cassette and off camera processor has been
available for nearly 2 years. The most recent
addition to the Wisner family is a replication
of Polaroid’s original ‘all in one’ design. These
options offer the photographer great flexibility
depending on their needs.
Cutting-edge photographers who love its
larger-than-life format often use the 20x24
camera for their work. Now, you too can
explore this one-of-a-kind art form by renting
Two Polaroid engineers rigged a Polaroid back
behind a Robertson Loge process camera to make
a portrait of Howie Rogers, Polaroid’s Director of
Research and inventor of Polacolor film.
The film’s exquisite resolution,
virtually grainless surface and
extremely large format allow
accurate documentation, far
surpassing all other photographic
systems. Combining large print
size, film processing speed and
the camera’s ability to capture
the most minute detail makes
the 20x24 system a matchless
tool for large-scale photographic
purposes. Photographers are
offered a range of the best films
Polaroid manufactures.
Legend has it that the 20x24 Polaroid format
had its origins in an anniversary present for one
of Polaroid’s pioneers.
He asked his team to come up with a camera
to photograph a subject live from the stage of
the shareholder’s meeting, often a venue for
Dr. Land to make spectacular debuts.
Front Cover Image By William Wegman
Focus Pokus, 1998. WI# 7058 Color Polaroid 24x20 inches
Contact: www.wegmanworld.com
Shot with 40x80 camera - Image from
“Faces of Ground Zero” Exhibition By Joe McNally
Contact: www.joemcnally.com
Large-scale analog capture is the quickest
and most efficient way to capture imagery
destined for large-scale replication. 20x24
images can be scanned with digital backs for
print or fine art limited edition portfolios. No
detail is lost from the original in the process.
The new Wisner 20x24 Studio system
replicates the classic all in one design of
the original Polaroid camera system of the
1970s. This design houses the processor
back in the camera itself, constricting it to
a vertical format with no rear movements
but allowing faster sequential operation.
This heavier system is more at home in
the studio but can be transported in a cargo
van for location shooting. These two large
format systems allow the professional
photographer an unparalleled creative
experience. From fashion and beauty,
to portraiture and figure study, to still life
and architectural photography, these
Wisner 20x24 systems allow the artist
to completely control and monitor the
evolution of their creative vision.
Shooting sessions become a team effort
with all of the creative staff participating
in the process, from art director to
photographer, from model to stylist,
or even visiting bystander.
Note: All specifications subject to change without notice ©Polaroid.
“Polaroid”, “Polacolor” and “PolaPan” are trademarks of Polaroid Corporation, Cambridge, MA 02139
Historical Notes:
By Tracy Storer
Contact: www.mammothcamera.com
As prints are peeled and pinned up for
evaluation, decisions can be made quickly
and collaborative efforts advanced more
efficiently than with any other process.
Contact: www.wisner.com
The large-scale
instant creation
process has
no equal.
20x24
the films
The field system features great portability
with its three component parts. It allows
delivery to remote locations using standard
package carriers and can be transported
locally in a large car or minivan. The camera
20x24
overview
20x24
why use it
What is that aesthetic?
20x24 Polaroid images have often been
referred to as a cross between photography
and painting. The realism of mega-format
yields a look not unlike the painted realism
of Raphael or Chardin, the saturated colour
and vivid detail presenting a sense of
timelessness. The photographic negative that
creates the final positive image is consumed
in the process of diffusion dye transfer,
yielding a one of a kind image, an original
that can perhaps be duplicated but not
surpassed. The sheer size of the camera, a
five-foot tall and at times five foot long
object that weighs 235 pounds suggests a
different approach to seeing your subject.
Early work on the camera responded to its
static tendencies, producing many classic
still life and portrait images that looked back
to the 19th Century and beyond. Over time
innovations were inevitable, photographing
into a front surface mirror broke the
dominating verticality of the large format
and led to many experimental images.
Photographing outdoors, reproducing
transparencies, working with Image Transfer,
then Emulsion Transfer, combinations with
digital sources and collage originals have
led to a great expansion of what is
considered possible with the 20x24 format.
This vocabulary will be expanded greatly
as new camera systems enter the world
and individual owners put their own stamp
on what has come before. The history of
20x24 imagery is now legendary but the
future belongs to the new practitioners,
what will they contribute to the dialog?
The future is now available.
Polacolor Pro 100 (P6v6)
The sixth-generation redesign of
Polacolor film adds over 30 new and
improved “customer-driven” functional
attributes. The new film achieves a
distinctly higher level of brilliant colour
accuracy, faster film drying, brighter
colours - especially white, and
improved gloss finish.
Polapan Pro 100 (black & white)
This medium contrast film produces
a full range of grey tones with great
smoothness. It is perfect for portraits
and fashion photography. Its higher speed,
El 400, allows for greater depth of field
or available light photography.
Cross Process (chocolate)
Polapan Pro 100 - black & white film
By Timothy Greenfield-Sanders
Contact: www.greenfield-sanders.com
Cross Process (Chocolate)
By Joyce Tenneson
Tel: +1 212 279 4434
Cross process or chocolate film began
life as an accidental combination of
Polacolor ER negative and Polapan 100
positive and reagent. This unintended
combination produces a result where the
silver from the colour negative transfers
to the BW positive and the colour dyes
in the negative "stain" the BW positive.
This results in a chocolate brown image
colonization (cooler in tone than sepia)
and unusual suppressed highlights not
unlike 19th Century albumen prints.
The deep shadows can solarize at
times, producing an effect like no other
photographic process. The results are
stunning and Polaroid recommends
that final prints be scanned to insure
unlimited archival stability.
Fine Art Image
By John Reuter
Contact: www.johnreuter.com
Portrait Image
By Ben Fraser
Contact: www.benfraser.com
PID: 637596 02/02 Literature Code: AC0489EN0202
the 40x80 camera
By Peter Aagaard
Contact: [email protected]
5 Chicago
Columbia College Chicago
72 E. 11th St., Rm.
602 Chicago, IL 60605
Contact: Tom Nowack
Telephone: +1 312 344 6342
4 Boston
Massachusetts College of Art
621 Huntington Avenue Boston, MA 02115
Contact: Keitaro Yoshioka
Telephone: +1 617 879 7495
3 Cambridge
607 Franklin Street Cambridge, MA 02139
Contact: Elsa Dorfman
Telephone: +1 617 876 6416
+1 212 979 0293
itself weighs 50 pounds, cassette film
holder 35 pounds when loaded and the
processor 50 pounds. Because of the light
weight and interface frame the camera can
shoot in vertical or horizontal format.
The field camera can also be positioned
at increased angles, allowing unusual
perspectives relative to the subject. Rear
standard tilt also allows greater control of
image perspective when shooting still life
and architectural subject matter. The light
weight of the system allows it easier access
to remote location areas, bringing large
format photography to new levels.
2 San Francisco
Tracy Storer Photography
Blue Sky Rental Studios
2325 Third Street, Suite 434
San Francisco, CA 94107
Contact: Tracy Storer
Telephone: +1 415 420 1928
Facsimile: +1 510 526 8581
1 New York
Polaroid 20x24 Studio
588 Broadway Suite 1010, New York, NY
Contact: John Reuter
Telephone: +1 212 925 1403
Email: [email protected]
9 Milan
Photomovie Renato Broglia,
Viale Ranzoni 15/a
20149 Milano
Telephone: +39 02 4009 2132
Email: [email protected]
8 Prague
Studia 3000
Cistovicka 31, CZ-16300 Praha 6
Contact: Jan Hnizdo
Telephone: +42 02 302 2787
Email: [email protected]
7 Sarasota
Photo Tech
2 North Tuttle Avenue, Sarasota, FL 34237
Contact: Peter Turo
Telephone: +1 941 955 9705
Facsimile: +1 941 955 9416
6 Salt Lake City
Michael McRae Studio
925 South West Temple
Salt Lake City, Utah 84101
Telephone: +1 801 328 3633
For more information, including estimates
for on-location shoots, contact:
Studio shooting areas range from 900 to
1400 square feet (100 to 150 sq.m) with 11
foot ceilings (3,5 m). Daily studio rental rates
range from $900 to $1,200 (€990 to €1320)
depending on its location, with half-day and
hourly rentals available. Film cost averages
$60 to $80 (€90) per exposure.
one of the 20x24 Camera Studios located in
New York, San Francisco and Prague or at any
of the worldwide locations. The full-time service
of a technical expert to operate the camera
and supervise studio lighting is included in
the rental, with assistance as comprehensive
(or unobtrusive) as you desire.
14 Los Angeles
Mark Laita Photography
3815 Main Street,
Culver City, CA 90232
Telephone: +1 310 836 1645
Facsimile: +1 310 836 0345
13 Osaka
NPKK
1-16-30, Higashi Shinsaibashi,
Chuo-ku, Osaka, 542-0083
Contact: Naoyuki Higuchi
Telephone: +81 (0) 6 6252 1761
Email: [email protected]
12 Tokyo
Studio Mash
Kyotoso Bldg, B1, 2-23 lchigaya
Hommura-cho, Shinjuku, Tokyo, 162-0845
Contact: Kenji Oki
Telephone: +81 (0) 3 3269 6368
Email: [email protected]
11 Copenhagen
Studio 56
Borgergade 6A, 1300 Copenhagen K
Contact: Peter Aagaard
Telephone: +45 4542 3774
Facsimile: +45 4542 5501
Email: [email protected]
20x24
studio locations & contacts
Polacolor Pro 100 (P6v6) - colour film
By Takanobu Hayashi
Tel: +81 (0) 3 3438 8886
20x24
the cameras
10 Paris
Studio Luce 9 rue Paul Sort F-75014 Paris
Contact: Paolo Roversi
Telephone: +33 (0) 1 4540 4049
Polaroid 20x24 Studio Contact: John Reuter
Tel: +1 212 925 1403 Fax: +1 212 925 2239
20x24 worldwide
Image shot with Polaroid Land Camera,
Polaplan ER (P3) - colour film
By Hella Krauss
Contact: [email protected]
Cameras scattered around the world, settling
in Amsterdam, Tokyo, and Cambridge. These
studios began to invite photographers in to
experiment and these early sessions yielded
important images by Andy Warhol, Chuck
Close, Arnold Newman, Marie Cosindas, William
Wegman, Olivia Parker, Robert Fichter, Betty
Hahn, Michael Bishop and many others. These
artists set the bar for a generation of artists to
follow, including Sandi Fellman, Barbara Kasten,
Rosie Purcell, Evergon, David Levinthal, Timothy
Greenfield-Sanders, Dawoud Bey, Ellen Carey,
Jose Picayo and others. The camera attracted
artists known for other media, such as painter
Robert Rauschenberg, film director Tim Burton,
and theater director Robert Wilson. They have
contributed to the dialog that has become the
20x24 aesthetic, a far ranging exploration that
pushes the envelope of what is possible with
this mammoth camera and now famous format.
Polacolor ER (P3) - colour film
By Elsa Dorfman
Contact: www.elsa.photo.net
Produces an excellent high grain glossy
instant print. Ideal for image transfer
and emulsion lift. Polacolor ER film
was originally developed for faithful
rendition of skin tones and, as a result,
its colour balance is far more flattering
than conventional film for portrait
photography. It records other subjects
equally well, beautifully translating colour
nuances while capturing every fine
physical distinction. Polacolor ER ranks
among the most archival stable
photographic films currently available.
The legendary 20x24 camera,
regarded for many years as one
of the most unusual and most
amazing photographic tools
has entered a new phase.
Once limited to the original
5 units and available only in
select rental studios is now
being offered for sale by Wisner
Manufacturing Company.
Built by Polaroid in 1976, the 40x80 Camera,
the world’s largest instant camera and
the only one of its kind, produces prints
measuring 44 inches wide and up to 100
inches long. The 40x80 Camera is now
housed in Manhattan at Moby c, a 2500
square foot studio in the East Village. Studio
director and photographer Mark Sobczak
has been operating the camera since 1994.
Polaroid 20x24 San Francisco Contact: Tracy Storer
Tel: +1 415 420 1928 Fax: +1 510 526 8581
The first camera was somewhat crude, weighing
in at 600 pounds and employing a barber
chair’s support for a tripod. Nonetheless, it
made spectacular images and the Polaroid
20x24 format was brought into the world. Five
cameras were designed and constructed by
Polaroid’s engineering groups, woodworking and
metal working shops, which normally created
prototype models for future Polaroid cameras.
The Wisner 20x24 field system can be
ordered with multiple Polaroid film cassettes
to facilitate sequential shooting or different
film types. Conventional film cassettes can
also be ordered as an option in sizes ranging
from 20x24, 16x20, 12x20 and 11x14. The
field system can be ordered with a wooden
Reis tripod with or without studio dolly or
with the new studio stand, offering four
point support for quicker studio operation.
Contact: Laurel Parker at Moby c Studio,
20 East Second Street, New York, NY 10003
Telephone: +1 212 505 8814
Email: [email protected]
Studio 3000 Prague Contact: Jan Hnizdo
Tel: +42 02 302 2787 Fax: +42 02 302 4606
Polacolor ER (P3)
Top left: William Wegman in Maine, 1980
Top right: Patrick Nagatani and Andree Tracy, 1983
Bottom left: Andy Warhol, Cambridge Studio, 1978
Bottom right: Wisner 20x24 Polaroid Field System
rent the 20x24 for a
BIG experience
www.polaroid.com
The largest size image of this camera happened
to be 20x24 inches, a common reproduction size
but a rare photographic size. This portrait came
to the attention of Dr. Land and his enthusiastic
response led to the creation of the Polaroid
20x24 camera. Dr. Land was six weeks away
from introducing Polacolor film in 8x10 format
and he thought it would be very dramatic to
introduce the film on an even more impressive
scale, 20x24.
Polaroid, in conjunction with the Wisner
Manufacturing Company is offering 2
versions of the 20x24 system. A field version
of the 20x24 camera, with separate film
cassette and off camera processor has been
available for nearly 2 years. The most recent
addition to the Wisner family is a replication
of Polaroid’s original ‘all in one’ design. These
options offer the photographer great flexibility
depending on their needs.
Cutting-edge photographers who love its
larger-than-life format often use the 20x24
camera for their work. Now, you too can
explore this one-of-a-kind art form by renting
Two Polaroid engineers rigged a Polaroid back
behind a Robertson Loge process camera to make
a portrait of Howie Rogers, Polaroid’s Director of
Research and inventor of Polacolor film.
The film’s exquisite resolution,
virtually grainless surface and
extremely large format allow
accurate documentation, far
surpassing all other photographic
systems. Combining large print
size, film processing speed and
the camera’s ability to capture
the most minute detail makes
the 20x24 system a matchless
tool for large-scale photographic
purposes. Photographers are
offered a range of the best films
Polaroid manufactures.
Legend has it that the 20x24 Polaroid format
had its origins in an anniversary present for one
of Polaroid’s pioneers.
He asked his team to come up with a camera
to photograph a subject live from the stage of
the shareholder’s meeting, often a venue for
Dr. Land to make spectacular debuts.
Front Cover Image By William Wegman
Focus Pokus, 1998. WI# 7058 Color Polaroid 24x20 inches
Contact: www.wegmanworld.com
Shot with 40x80 camera - Image from
“Faces of Ground Zero” Exhibition By Joe McNally
Contact: www.joemcnally.com
Large-scale analog capture is the quickest
and most efficient way to capture imagery
destined for large-scale replication. 20x24
images can be scanned with digital backs for
print or fine art limited edition portfolios. No
detail is lost from the original in the process.
The new Wisner 20x24 Studio system
replicates the classic all in one design of
the original Polaroid camera system of the
1970s. This design houses the processor
back in the camera itself, constricting it to
a vertical format with no rear movements
but allowing faster sequential operation.
This heavier system is more at home in
the studio but can be transported in a cargo
van for location shooting. These two large
format systems allow the professional
photographer an unparalleled creative
experience. From fashion and beauty,
to portraiture and figure study, to still life
and architectural photography, these
Wisner 20x24 systems allow the artist
to completely control and monitor the
evolution of their creative vision.
Shooting sessions become a team effort
with all of the creative staff participating
in the process, from art director to
photographer, from model to stylist,
or even visiting bystander.
Note: All specifications subject to change without notice ©Polaroid.
“Polaroid”, “Polacolor” and “PolaPan” are trademarks of Polaroid Corporation, Cambridge, MA 02139
Historical Notes:
By Tracy Storer
Contact: www.mammothcamera.com
As prints are peeled and pinned up for
evaluation, decisions can be made quickly
and collaborative efforts advanced more
efficiently than with any other process.
Contact: www.wisner.com
The large-scale
instant creation
process has
no equal.
20x24
the films
The field system features great portability
with its three component parts. It allows
delivery to remote locations using standard
package carriers and can be transported
locally in a large car or minivan. The camera
20x24
overview
20x24
why use it
What is that aesthetic?
20x24 Polaroid images have often been
referred to as a cross between photography
and painting. The realism of mega-format
yields a look not unlike the painted realism
of Raphael or Chardin, the saturated colour
and vivid detail presenting a sense of
timelessness. The photographic negative that
creates the final positive image is consumed
in the process of diffusion dye transfer,
yielding a one of a kind image, an original
that can perhaps be duplicated but not
surpassed. The sheer size of the camera, a
five-foot tall and at times five foot long
object that weighs 235 pounds suggests a
different approach to seeing your subject.
Early work on the camera responded to its
static tendencies, producing many classic
still life and portrait images that looked back
to the 19th Century and beyond. Over time
innovations were inevitable, photographing
into a front surface mirror broke the
dominating verticality of the large format
and led to many experimental images.
Photographing outdoors, reproducing
transparencies, working with Image Transfer,
then Emulsion Transfer, combinations with
digital sources and collage originals have
led to a great expansion of what is
considered possible with the 20x24 format.
This vocabulary will be expanded greatly
as new camera systems enter the world
and individual owners put their own stamp
on what has come before. The history of
20x24 imagery is now legendary but the
future belongs to the new practitioners,
what will they contribute to the dialog?
The future is now available.
Polacolor Pro 100 (P6v6)
The sixth-generation redesign of
Polacolor film adds over 30 new and
improved “customer-driven” functional
attributes. The new film achieves a
distinctly higher level of brilliant colour
accuracy, faster film drying, brighter
colours - especially white, and
improved gloss finish.
Polapan Pro 100 (black & white)
This medium contrast film produces
a full range of grey tones with great
smoothness. It is perfect for portraits
and fashion photography. Its higher speed,
El 400, allows for greater depth of field
or available light photography.
Cross Process (chocolate)
Polapan Pro 100 - black & white film
By Timothy Greenfield-Sanders
Contact: www.greenfield-sanders.com
Cross Process (Chocolate)
By Joyce Tenneson
Tel: +1 212 279 4434
Cross process or chocolate film began
life as an accidental combination of
Polacolor ER negative and Polapan 100
positive and reagent. This unintended
combination produces a result where the
silver from the colour negative transfers
to the BW positive and the colour dyes
in the negative "stain" the BW positive.
This results in a chocolate brown image
colonization (cooler in tone than sepia)
and unusual suppressed highlights not
unlike 19th Century albumen prints.
The deep shadows can solarize at
times, producing an effect like no other
photographic process. The results are
stunning and Polaroid recommends
that final prints be scanned to insure
unlimited archival stability.
Fine Art Image
By John Reuter
Contact: www.johnreuter.com
Portrait Image
By Ben Fraser
Contact: www.benfraser.com
Cutting-edge photographers who love its
larger-than-life format often use the 20x24
camera for their work. Now, you too can
explore this one-of-a-kind art form by renting
Studio 3000 Prague Contact: Jan Hnizdo
Tel: +42 02 302 2787 Fax: +42 02 302 4606
www.polaroid.com
Polaroid 20x24 San Francisco Contact: Tracy Storer
Tel: +1 415 420 1928 Fax: +1 510 526 8581
For more information, including estimates
for on-location shoots, contact:
Studio shooting areas range from 900 to
1400 square feet (100 to 150 sq.m) with 11
foot ceilings (3,5 m). Daily studio rental rates
range from $900 to $1,200 (€990 to €1320)
depending on its location, with half-day and
hourly rentals available. Film cost averages
$60 to $80 (€90) per exposure.
one of the 20x24 Camera Studios located in
New York, San Francisco and Prague or at any
of the worldwide locations. The full-time service
of a technical expert to operate the camera
and supervise studio lighting is included in
the rental, with assistance as comprehensive
(or unobtrusive) as you desire.
14 Los Angeles
Mark Laita Photography
3815 Main Street,
Culver City, CA 90232
Telephone: +1 310 836 1645
Facsimile: +1 310 836 0345
13 Osaka
NPKK
1-16-30, Higashi Shinsaibashi,
Chuo-ku, Osaka, 542-0083
Contact: Naoyuki Higuchi
Telephone: +81 (0) 6 6252 1761
Email: [email protected]
12 Tokyo
Studio Mash
Kyotoso Bldg, B1, 2-23 lchigaya
Hommura-cho, Shinjuku, Tokyo, 162-0845
Contact: Kenji Oki
Telephone: +81 (0) 3 3269 6368
Email: [email protected]
11 Copenhagen
Studio 56
Borgergade 6A, 1300 Copenhagen K
Contact: Peter Aagaard
Telephone: +45 4542 3774
Facsimile: +45 4542 5501
Email: [email protected]
The large-scale
instant creation
process has
no equal.
Polaroid 20x24 Studio Contact: John Reuter
Tel: +1 212 925 1403 Fax: +1 212 925 2239
10 Paris
Studio Luce 9 rue Paul Sort F-75014 Paris
Contact: Paolo Roversi
Telephone: +33 (0) 1 4540 4049
9 Milan
Photomovie Renato Broglia,
Viale Ranzoni 15/a
20149 Milano
Telephone: +39 02 4009 2132
Email: [email protected]
8 Prague
Studia 3000
Cistovicka 31, CZ-16300 Praha 6
Contact: Jan Hnizdo
Telephone: +42 02 302 2787
Email: [email protected]
7 Sarasota
Photo Tech
2 North Tuttle Avenue, Sarasota, FL 34237
Contact: Peter Turo
Telephone: +1 941 955 9705
Facsimile: +1 941 955 9416
6 Salt Lake City
Michael McRae Studio
925 South West Temple
Salt Lake City, Utah 84101
Telephone: +1 801 328 3633
20x24
overview
As prints are peeled and pinned up for
evaluation, decisions can be made quickly
and collaborative efforts advanced more
efficiently than with any other process.
Large-scale analog capture is the quickest
and most efficient way to capture imagery
destined for large-scale replication. 20x24
images can be scanned with digital backs for
print or fine art limited edition portfolios. No
detail is lost from the original in the process.
PID: 637596 02/02 Literature Code: AC0489EN0202
Note: All specifications subject to change without notice ©Polaroid.
“Polaroid”, “Polacolor” and “PolaPan” are trademarks of Polaroid Corporation, Cambridge, MA 02139
Columbia College Chicago
72 E. 11th St., Rm.
602 Chicago, IL 60605
Contact: Tom Nowack
Telephone: +1 312 344 6342
2 San Francisco
Tracy Storer Photography
Blue Sky Rental Studios
2325 Third Street, Suite 434
San Francisco, CA 94107
Contact: Tracy Storer
Telephone: +1 415 420 1928
Facsimile: +1 510 526 8581
1 New York
Polaroid 20x24 Studio
588 Broadway Suite 1010, New York, NY
Contact: John Reuter
Telephone: +1 212 925 1403
Email: [email protected]
20x24 worldwide
20x24
the films
Historical Notes:
The film’s exquisite resolution,
virtually grainless surface and
extremely large format allow
accurate documentation, far
surpassing all other photographic
systems. Combining large print
size, film processing speed and
the camera’s ability to capture
the most minute detail makes
the 20x24 system a matchless
tool for large-scale photographic
purposes. Photographers are
offered a range of the best films
Polaroid manufactures.
Legend has it that the 20x24 Polaroid format
had its origins in an anniversary present for one
of Polaroid’s pioneers.
Two Polaroid engineers rigged a Polaroid back
behind a Robertson Loge process camera to make
a portrait of Howie Rogers, Polaroid’s Director of
Research and inventor of Polacolor film.
The largest size image of this camera happened
to be 20x24 inches, a common reproduction size
but a rare photographic size. This portrait came
to the attention of Dr. Land and his enthusiastic
response led to the creation of the Polaroid
20x24 camera. Dr. Land was six weeks away
from introducing Polacolor film in 8x10 format
and he thought it would be very dramatic to
introduce the film on an even more impressive
scale, 20x24.
Polacolor ER (P3)
He asked his team to come up with a camera
to photograph a subject live from the stage of
the shareholder’s meeting, often a venue for
Dr. Land to make spectacular debuts.
The first camera was somewhat crude, weighing
in at 600 pounds and employing a barber
chair’s support for a tripod. Nonetheless, it
made spectacular images and the Polaroid
20x24 format was brought into the world. Five
cameras were designed and constructed by
Polaroid’s engineering groups, woodworking and
metal working shops, which normally created
prototype models for future Polaroid cameras.
Image shot with Polaroid Land Camera,
Polaplan ER (P3) - colour film
By Hella Krauss
Contact: [email protected]
Cameras scattered around the world, settling
in Amsterdam, Tokyo, and Cambridge. These
studios began to invite photographers in to
experiment and these early sessions yielded
important images by Andy Warhol, Chuck
Close, Arnold Newman, Marie Cosindas, William
Wegman, Olivia Parker, Robert Fichter, Betty
Hahn, Michael Bishop and many others. These
artists set the bar for a generation of artists to
follow, including Sandi Fellman, Barbara Kasten,
Rosie Purcell, Evergon, David Levinthal, Timothy
Greenfield-Sanders, Dawoud Bey, Ellen Carey,
Jose Picayo and others. The camera attracted
artists known for other media, such as painter
Robert Rauschenberg, film director Tim Burton,
and theater director Robert Wilson. They have
contributed to the dialog that has become the
20x24 aesthetic, a far ranging exploration that
pushes the envelope of what is possible with
this mammoth camera and now famous format.
Contact: www.wisner.com
By Tracy Storer
Contact: www.mammothcamera.com
Shot with 40x80 camera - Image from
“Faces of Ground Zero” Exhibition By Joe McNally
Contact: www.joemcnally.com
rent the 20x24 for a
BIG experience
Contact: Laurel Parker at Moby c Studio,
20 East Second Street, New York, NY 10003
Telephone: +1 212 505 8814
Email: [email protected]
Built by Polaroid in 1976, the 40x80 Camera,
the world’s largest instant camera and
the only one of its kind, produces prints
measuring 44 inches wide and up to 100
inches long. The 40x80 Camera is now
housed in Manhattan at Moby c, a 2500
square foot studio in the East Village. Studio
director and photographer Mark Sobczak
has been operating the camera since 1994.
the 40x80 camera
By Peter Aagaard
Contact: [email protected]
5 Chicago
4 Boston
Massachusetts College of Art
621 Huntington Avenue Boston, MA 02115
Contact: Keitaro Yoshioka
Telephone: +1 617 879 7495
3 Cambridge
607 Franklin Street Cambridge, MA 02139
Contact: Elsa Dorfman
Telephone: +1 617 876 6416
+1 212 979 0293
itself weighs 50 pounds, cassette film
holder 35 pounds when loaded and the
processor 50 pounds. Because of the light
weight and interface frame the camera can
shoot in vertical or horizontal format.
The field camera can also be positioned
at increased angles, allowing unusual
perspectives relative to the subject. Rear
standard tilt also allows greater control of
image perspective when shooting still life
and architectural subject matter. The light
weight of the system allows it easier access
to remote location areas, bringing large
format photography to new levels.
20x24
studio locations & contacts
Front Cover Image By William Wegman
Focus Pokus, 1998. WI# 7058 Color Polaroid 24x20 inches
Contact: www.wegmanworld.com
Polacolor ER (P3) - colour film
By Elsa Dorfman
Contact: www.elsa.photo.net
Polacolor Pro 100 (P6v6) - colour film
By Takanobu Hayashi
Tel: +81 (0) 3 3438 8886
Produces an excellent high grain glossy
instant print. Ideal for image transfer
and emulsion lift. Polacolor ER film
was originally developed for faithful
rendition of skin tones and, as a result,
its colour balance is far more flattering
than conventional film for portrait
photography. It records other subjects
equally well, beautifully translating colour
nuances while capturing every fine
physical distinction. Polacolor ER ranks
among the most archival stable
photographic films currently available.
The field system features great portability
with its three component parts. It allows
delivery to remote locations using standard
package carriers and can be transported
locally in a large car or minivan. The camera
Polaroid, in conjunction with the Wisner
Manufacturing Company is offering 2
versions of the 20x24 system. A field version
of the 20x24 camera, with separate film
cassette and off camera processor has been
available for nearly 2 years. The most recent
addition to the Wisner family is a replication
of Polaroid’s original ‘all in one’ design. These
options offer the photographer great flexibility
depending on their needs.
Top left: William Wegman in Maine, 1980
Top right: Patrick Nagatani and Andree Tracy, 1983
Bottom left: Andy Warhol, Cambridge Studio, 1978
Bottom right: Wisner 20x24 Polaroid Field System
The new Wisner 20x24 Studio system
replicates the classic all in one design of
the original Polaroid camera system of the
1970s. This design houses the processor
back in the camera itself, constricting it to
a vertical format with no rear movements
but allowing faster sequential operation.
This heavier system is more at home in
the studio but can be transported in a cargo
van for location shooting. These two large
format systems allow the professional
photographer an unparalleled creative
experience. From fashion and beauty,
to portraiture and figure study, to still life
and architectural photography, these
Wisner 20x24 systems allow the artist
to completely control and monitor the
evolution of their creative vision.
Shooting sessions become a team effort
with all of the creative staff participating
in the process, from art director to
photographer, from model to stylist,
or even visiting bystander.
The Wisner 20x24 field system can be
ordered with multiple Polaroid film cassettes
to facilitate sequential shooting or different
film types. Conventional film cassettes can
also be ordered as an option in sizes ranging
from 20x24, 16x20, 12x20 and 11x14. The
field system can be ordered with a wooden
Reis tripod with or without studio dolly or
with the new studio stand, offering four
point support for quicker studio operation.
The legendary 20x24 camera,
regarded for many years as one
of the most unusual and most
amazing photographic tools
has entered a new phase.
Once limited to the original
5 units and available only in
select rental studios is now
being offered for sale by Wisner
Manufacturing Company.
20x24
the cameras
20x24
why use it
What is that aesthetic?
20x24 Polaroid images have often been
referred to as a cross between photography
and painting. The realism of mega-format
yields a look not unlike the painted realism
of Raphael or Chardin, the saturated colour
and vivid detail presenting a sense of
timelessness. The photographic negative that
creates the final positive image is consumed
in the process of diffusion dye transfer,
yielding a one of a kind image, an original
that can perhaps be duplicated but not
surpassed. The sheer size of the camera, a
five-foot tall and at times five foot long
object that weighs 235 pounds suggests a
different approach to seeing your subject.
Early work on the camera responded to its
static tendencies, producing many classic
still life and portrait images that looked back
to the 19th Century and beyond. Over time
innovations were inevitable, photographing
into a front surface mirror broke the
dominating verticality of the large format
and led to many experimental images.
Photographing outdoors, reproducing
transparencies, working with Image Transfer,
then Emulsion Transfer, combinations with
digital sources and collage originals have
led to a great expansion of what is
considered possible with the 20x24 format.
This vocabulary will be expanded greatly
as new camera systems enter the world
and individual owners put their own stamp
on what has come before. The history of
20x24 imagery is now legendary but the
future belongs to the new practitioners,
what will they contribute to the dialog?
The future is now available.
Polacolor Pro 100 (P6v6)
The sixth-generation redesign of
Polacolor film adds over 30 new and
improved “customer-driven” functional
attributes. The new film achieves a
distinctly higher level of brilliant colour
accuracy, faster film drying, brighter
colours - especially white, and
improved gloss finish.
Polapan Pro 100 (black & white)
This medium contrast film produces
a full range of grey tones with great
smoothness. It is perfect for portraits
and fashion photography. Its higher speed,
El 400, allows for greater depth of field
or available light photography.
Cross Process (chocolate)
Polapan Pro 100 - black & white film
By Timothy Greenfield-Sanders
Contact: www.greenfield-sanders.com
Cross Process (Chocolate)
By Joyce Tenneson
Tel: +1 212 279 4434
Cross process or chocolate film began
life as an accidental combination of
Polacolor ER negative and Polapan 100
positive and reagent. This unintended
combination produces a result where the
silver from the colour negative transfers
to the BW positive and the colour dyes
in the negative "stain" the BW positive.
This results in a chocolate brown image
colonization (cooler in tone than sepia)
and unusual suppressed highlights not
unlike 19th Century albumen prints.
The deep shadows can solarize at
times, producing an effect like no other
photographic process. The results are
stunning and Polaroid recommends
that final prints be scanned to insure
unlimited archival stability.
Fine Art Image
By John Reuter
Contact: www.johnreuter.com
Portrait Image
By Ben Fraser
Contact: www.benfraser.com
Cutting-edge photographers who love its
larger-than-life format often use the 20x24
camera for their work. Now, you too can
explore this one-of-a-kind art form by renting
Studio 3000 Prague Contact: Jan Hnizdo
Tel: +42 02 302 2787 Fax: +42 02 302 4606
www.polaroid.com
Polaroid 20x24 San Francisco Contact: Tracy Storer
Tel: +1 415 420 1928 Fax: +1 510 526 8581
For more information, including estimates
for on-location shoots, contact:
Studio shooting areas range from 900 to
1400 square feet (100 to 150 sq.m) with 11
foot ceilings (3,5 m). Daily studio rental rates
range from $900 to $1,200 (€990 to €1320)
depending on its location, with half-day and
hourly rentals available. Film cost averages
$60 to $80 (€90) per exposure.
one of the 20x24 Camera Studios located in
New York, San Francisco and Prague or at any
of the worldwide locations. The full-time service
of a technical expert to operate the camera
and supervise studio lighting is included in
the rental, with assistance as comprehensive
(or unobtrusive) as you desire.
14 Los Angeles
Mark Laita Photography
3815 Main Street,
Culver City, CA 90232
Telephone: +1 310 836 1645
Facsimile: +1 310 836 0345
13 Osaka
NPKK
1-16-30, Higashi Shinsaibashi,
Chuo-ku, Osaka, 542-0083
Contact: Naoyuki Higuchi
Telephone: +81 (0) 6 6252 1761
Email: [email protected]
12 Tokyo
Studio Mash
Kyotoso Bldg, B1, 2-23 lchigaya
Hommura-cho, Shinjuku, Tokyo, 162-0845
Contact: Kenji Oki
Telephone: +81 (0) 3 3269 6368
Email: [email protected]
11 Copenhagen
Studio 56
Borgergade 6A, 1300 Copenhagen K
Contact: Peter Aagaard
Telephone: +45 4542 3774
Facsimile: +45 4542 5501
Email: [email protected]
The large-scale
instant creation
process has
no equal.
Polaroid 20x24 Studio Contact: John Reuter
Tel: +1 212 925 1403 Fax: +1 212 925 2239
10 Paris
Studio Luce 9 rue Paul Sort F-75014 Paris
Contact: Paolo Roversi
Telephone: +33 (0) 1 4540 4049
9 Milan
Photomovie Renato Broglia,
Viale Ranzoni 15/a
20149 Milano
Telephone: +39 02 4009 2132
Email: [email protected]
8 Prague
Studia 3000
Cistovicka 31, CZ-16300 Praha 6
Contact: Jan Hnizdo
Telephone: +42 02 302 2787
Email: [email protected]
7 Sarasota
Photo Tech
2 North Tuttle Avenue, Sarasota, FL 34237
Contact: Peter Turo
Telephone: +1 941 955 9705
Facsimile: +1 941 955 9416
6 Salt Lake City
Michael McRae Studio
925 South West Temple
Salt Lake City, Utah 84101
Telephone: +1 801 328 3633
20x24
overview
As prints are peeled and pinned up for
evaluation, decisions can be made quickly
and collaborative efforts advanced more
efficiently than with any other process.
Large-scale analog capture is the quickest
and most efficient way to capture imagery
destined for large-scale replication. 20x24
images can be scanned with digital backs for
print or fine art limited edition portfolios. No
detail is lost from the original in the process.
PID: 637596 02/02 Literature Code: AC0489EN0202
Note: All specifications subject to change without notice ©Polaroid.
“Polaroid”, “Polacolor” and “PolaPan” are trademarks of Polaroid Corporation, Cambridge, MA 02139
Columbia College Chicago
72 E. 11th St., Rm.
602 Chicago, IL 60605
Contact: Tom Nowack
Telephone: +1 312 344 6342
2 San Francisco
Tracy Storer Photography
Blue Sky Rental Studios
2325 Third Street, Suite 434
San Francisco, CA 94107
Contact: Tracy Storer
Telephone: +1 415 420 1928
Facsimile: +1 510 526 8581
1 New York
Polaroid 20x24 Studio
588 Broadway Suite 1010, New York, NY
Contact: John Reuter
Telephone: +1 212 925 1403
Email: [email protected]
20x24 worldwide
20x24
the films
Historical Notes:
The film’s exquisite resolution,
virtually grainless surface and
extremely large format allow
accurate documentation, far
surpassing all other photographic
systems. Combining large print
size, film processing speed and
the camera’s ability to capture
the most minute detail makes
the 20x24 system a matchless
tool for large-scale photographic
purposes. Photographers are
offered a range of the best films
Polaroid manufactures.
Legend has it that the 20x24 Polaroid format
had its origins in an anniversary present for one
of Polaroid’s pioneers.
Two Polaroid engineers rigged a Polaroid back
behind a Robertson Loge process camera to make
a portrait of Howie Rogers, Polaroid’s Director of
Research and inventor of Polacolor film.
The largest size image of this camera happened
to be 20x24 inches, a common reproduction size
but a rare photographic size. This portrait came
to the attention of Dr. Land and his enthusiastic
response led to the creation of the Polaroid
20x24 camera. Dr. Land was six weeks away
from introducing Polacolor film in 8x10 format
and he thought it would be very dramatic to
introduce the film on an even more impressive
scale, 20x24.
Polacolor ER (P3)
He asked his team to come up with a camera
to photograph a subject live from the stage of
the shareholder’s meeting, often a venue for
Dr. Land to make spectacular debuts.
The first camera was somewhat crude, weighing
in at 600 pounds and employing a barber
chair’s support for a tripod. Nonetheless, it
made spectacular images and the Polaroid
20x24 format was brought into the world. Five
cameras were designed and constructed by
Polaroid’s engineering groups, woodworking and
metal working shops, which normally created
prototype models for future Polaroid cameras.
Image shot with Polaroid Land Camera,
Polaplan ER (P3) - colour film
By Hella Krauss
Contact: [email protected]
Cameras scattered around the world, settling
in Amsterdam, Tokyo, and Cambridge. These
studios began to invite photographers in to
experiment and these early sessions yielded
important images by Andy Warhol, Chuck
Close, Arnold Newman, Marie Cosindas, William
Wegman, Olivia Parker, Robert Fichter, Betty
Hahn, Michael Bishop and many others. These
artists set the bar for a generation of artists to
follow, including Sandi Fellman, Barbara Kasten,
Rosie Purcell, Evergon, David Levinthal, Timothy
Greenfield-Sanders, Dawoud Bey, Ellen Carey,
Jose Picayo and others. The camera attracted
artists known for other media, such as painter
Robert Rauschenberg, film director Tim Burton,
and theater director Robert Wilson. They have
contributed to the dialog that has become the
20x24 aesthetic, a far ranging exploration that
pushes the envelope of what is possible with
this mammoth camera and now famous format.
Contact: www.wisner.com
By Tracy Storer
Contact: www.mammothcamera.com
Shot with 40x80 camera - Image from
“Faces of Ground Zero” Exhibition By Joe McNally
Contact: www.joemcnally.com
rent the 20x24 for a
BIG experience
Contact: Laurel Parker at Moby c Studio,
20 East Second Street, New York, NY 10003
Telephone: +1 212 505 8814
Email: [email protected]
Built by Polaroid in 1976, the 40x80 Camera,
the world’s largest instant camera and
the only one of its kind, produces prints
measuring 44 inches wide and up to 100
inches long. The 40x80 Camera is now
housed in Manhattan at Moby c, a 2500
square foot studio in the East Village. Studio
director and photographer Mark Sobczak
has been operating the camera since 1994.
the 40x80 camera
By Peter Aagaard
Contact: [email protected]
5 Chicago
4 Boston
Massachusetts College of Art
621 Huntington Avenue Boston, MA 02115
Contact: Keitaro Yoshioka
Telephone: +1 617 879 7495
3 Cambridge
607 Franklin Street Cambridge, MA 02139
Contact: Elsa Dorfman
Telephone: +1 617 876 6416
+1 212 979 0293
itself weighs 50 pounds, cassette film
holder 35 pounds when loaded and the
processor 50 pounds. Because of the light
weight and interface frame the camera can
shoot in vertical or horizontal format.
The field camera can also be positioned
at increased angles, allowing unusual
perspectives relative to the subject. Rear
standard tilt also allows greater control of
image perspective when shooting still life
and architectural subject matter. The light
weight of the system allows it easier access
to remote location areas, bringing large
format photography to new levels.
20x24
studio locations & contacts
Front Cover Image By William Wegman
Focus Pokus, 1998. WI# 7058 Color Polaroid 24x20 inches
Contact: www.wegmanworld.com
Polacolor ER (P3) - colour film
By Elsa Dorfman
Contact: www.elsa.photo.net
Polacolor Pro 100 (P6v6) - colour film
By Takanobu Hayashi
Tel: +81 (0) 3 3438 8886
Produces an excellent high grain glossy
instant print. Ideal for image transfer
and emulsion lift. Polacolor ER film
was originally developed for faithful
rendition of skin tones and, as a result,
its colour balance is far more flattering
than conventional film for portrait
photography. It records other subjects
equally well, beautifully translating colour
nuances while capturing every fine
physical distinction. Polacolor ER ranks
among the most archival stable
photographic films currently available.
The field system features great portability
with its three component parts. It allows
delivery to remote locations using standard
package carriers and can be transported
locally in a large car or minivan. The camera
Polaroid, in conjunction with the Wisner
Manufacturing Company is offering 2
versions of the 20x24 system. A field version
of the 20x24 camera, with separate film
cassette and off camera processor has been
available for nearly 2 years. The most recent
addition to the Wisner family is a replication
of Polaroid’s original ‘all in one’ design. These
options offer the photographer great flexibility
depending on their needs.
Top left: William Wegman in Maine, 1980
Top right: Patrick Nagatani and Andree Tracy, 1983
Bottom left: Andy Warhol, Cambridge Studio, 1978
Bottom right: Wisner 20x24 Polaroid Field System
The new Wisner 20x24 Studio system
replicates the classic all in one design of
the original Polaroid camera system of the
1970s. This design houses the processor
back in the camera itself, constricting it to
a vertical format with no rear movements
but allowing faster sequential operation.
This heavier system is more at home in
the studio but can be transported in a cargo
van for location shooting. These two large
format systems allow the professional
photographer an unparalleled creative
experience. From fashion and beauty,
to portraiture and figure study, to still life
and architectural photography, these
Wisner 20x24 systems allow the artist
to completely control and monitor the
evolution of their creative vision.
Shooting sessions become a team effort
with all of the creative staff participating
in the process, from art director to
photographer, from model to stylist,
or even visiting bystander.
The Wisner 20x24 field system can be
ordered with multiple Polaroid film cassettes
to facilitate sequential shooting or different
film types. Conventional film cassettes can
also be ordered as an option in sizes ranging
from 20x24, 16x20, 12x20 and 11x14. The
field system can be ordered with a wooden
Reis tripod with or without studio dolly or
with the new studio stand, offering four
point support for quicker studio operation.
The legendary 20x24 camera,
regarded for many years as one
of the most unusual and most
amazing photographic tools
has entered a new phase.
Once limited to the original
5 units and available only in
select rental studios is now
being offered for sale by Wisner
Manufacturing Company.
20x24
the cameras
20x24
why use it
What is that aesthetic?
20x24 Polaroid images have often been
referred to as a cross between photography
and painting. The realism of mega-format
yields a look not unlike the painted realism
of Raphael or Chardin, the saturated colour
and vivid detail presenting a sense of
timelessness. The photographic negative that
creates the final positive image is consumed
in the process of diffusion dye transfer,
yielding a one of a kind image, an original
that can perhaps be duplicated but not
surpassed. The sheer size of the camera, a
five-foot tall and at times five foot long
object that weighs 235 pounds suggests a
different approach to seeing your subject.
Early work on the camera responded to its
static tendencies, producing many classic
still life and portrait images that looked back
to the 19th Century and beyond. Over time
innovations were inevitable, photographing
into a front surface mirror broke the
dominating verticality of the large format
and led to many experimental images.
Photographing outdoors, reproducing
transparencies, working with Image Transfer,
then Emulsion Transfer, combinations with
digital sources and collage originals have
led to a great expansion of what is
considered possible with the 20x24 format.
This vocabulary will be expanded greatly
as new camera systems enter the world
and individual owners put their own stamp
on what has come before. The history of
20x24 imagery is now legendary but the
future belongs to the new practitioners,
what will they contribute to the dialog?
The future is now available.
Polacolor Pro 100 (P6v6)
The sixth-generation redesign of
Polacolor film adds over 30 new and
improved “customer-driven” functional
attributes. The new film achieves a
distinctly higher level of brilliant colour
accuracy, faster film drying, brighter
colours - especially white, and
improved gloss finish.
Polapan Pro 100 (black & white)
This medium contrast film produces
a full range of grey tones with great
smoothness. It is perfect for portraits
and fashion photography. Its higher speed,
El 400, allows for greater depth of field
or available light photography.
Cross Process (chocolate)
Polapan Pro 100 - black & white film
By Timothy Greenfield-Sanders
Contact: www.greenfield-sanders.com
Cross Process (Chocolate)
By Joyce Tenneson
Tel: +1 212 279 4434
Cross process or chocolate film began
life as an accidental combination of
Polacolor ER negative and Polapan 100
positive and reagent. This unintended
combination produces a result where the
silver from the colour negative transfers
to the BW positive and the colour dyes
in the negative "stain" the BW positive.
This results in a chocolate brown image
colonization (cooler in tone than sepia)
and unusual suppressed highlights not
unlike 19th Century albumen prints.
The deep shadows can solarize at
times, producing an effect like no other
photographic process. The results are
stunning and Polaroid recommends
that final prints be scanned to insure
unlimited archival stability.
Fine Art Image
By John Reuter
Contact: www.johnreuter.com
Portrait Image
By Ben Fraser
Contact: www.benfraser.com
Image by Paolo Roversi using colour Polaroid 24x20 inches
Telephone: +33 (0) 1 4540 4049