20×24 Studio, the Home of Large Format Instant Photography
It has been two years since 20x24 Holdings LLC took possession of the film inventory and production equipment required for large format 20x24 instant film from Polaroid Corporation. In that time we have set up production facilities in Dudley, Massachusetts and a inventory spooling and pod production facility in Putnam, CT. We continue to offer access to this venerable technology through our studio at Lincoln Center as well as the 20x24 Studio West in San Francisco. Film is also available to owners of 20x24 instant systems through direct sales. The New York Studio and 20x24 Holdings LLC is managed by Executive Director John Reuter. His experience spans nearly thirty five years in large format instant photography. Joining us in the fall of 2012 is Nafis Azad, our new Director of Photography. The 20x24 Studio will expand with two new cameras and a second NYC studio at the Film Society of Lincoln Center. For further information e-mail us at email@example.com or call 201-892-5629.
On July 6 2011, Dr. Florian Kaps, founder and CMO of the Impossible Project, is setting up Impossible Works a globally operated non profit organization with headquarters in Paris,honoring the French capital’s importance for photography. Further local establishments in NYCand Tokyo are under development. Valerie Hersleven, who previously worked as a photographer’s agent for many years, was established as director of Impossible Works.
Impossible Works is dedicated to the creation, support and presentation of analog instant photography made on Impossible instant films. Impossible Works will provide and explain these new generation instant films to selected photographers and partners, reconnecting established artists and promising photographers around the world with one of the most magic and unique analog photographic materials in order to pursue the basics of the former Polaroid Collection. Dr. Florian Kaps : “I’m pleased to delegate Valerie Hersleven with the direction of Impossible Works. With her international profile and professional knowledge of the creative community, I’m that she is the perfect choice to accompany the photographers into their projects based on Impossible films, cooperating with a steadily growing network of worldwide curators from all kind of genres.” 20×24 Polaroid Camera
For its artistic collaborations, Impossible Works will provide all kinds of vintage Polaroid cameras, amongst them one of the unique and rare Polaroid 20×24 cameras. The first 20×24 Polaroid camera was built in 1977 based on the design of Dr. Edwin Land, founder of Polaroid. These cameras weigh over 200 kg, are made of wood, and produce large format instant film images (20 x 27 1/2 inch) of such quality, that even upon close inspection do not show any film grain. In 2011, only seven of these cameras still exist; five of them are still being used. Jan Hnizdo, an acknowledged photographer and former 20×24 camera operator for Polaroid made this unique camera available for Impossible Works.
Impossible Works will make this camera as well as the new generation of 20×24 Impossible integral film available to instant artists all over the world, continuing the former Polaroid Collection principles. Valerie Hersleven
A photographer’s agent since 1997, starting in London and then moving to Paris, Valerie Hersleven has exercised her profession passionately. Representing the work of photographers in fashion and advertising, Valerie has always valued the entire range or creative work that opens up new territories. Valerie is the great granddaughter of the photographer Jacques Hersleven (1880-1967), whose work of 30.000 photographs is in the hands of the Royal Institute of Artistic Heritage Belgium www.kikirpa.be. “Having grown up surrounded by photographers, the world of photography is more than familiar and stimulating to me.” Jennifer Trausch
Operating the 20×24 Polaroid Studio in Manhattan (Partner of Impossible Works) together with John Reuter, Jennifer operated 8×10 Cameras and the 20×24 Camera for artists such as Chuck Close, Mary Ellen Mark, andJulian Schnabel. When not pushing large cameras through America, Jennifer can be found lecturing and sharing her passion for all aspects of instant photography. For Impossible Works, Jennifer plays a key role in guiding photographers worldwide into the fascinating but challenging world of instant photography. With her extensive expertise and unique insight on this unique medium, Jennifer is able to guide artists towards the possibilities and yet to be discovered techniques of this miraculous format. Jennifer Trausch : “I am very pleased to be part of this new art project and hope to be a guiding tool to all artists using the 20×24 Polaroid Camera and all new, exciting Impossible film formats.”
20×24 Polaroid Camera
For its artistic collaborations, Impossible Works will provide all kinds of vintage Polaroid cameras, amongst them one of the unique and rare Polaroid 20×24 cameras. The first 20×24 Polaroid camera was built in 1977 based on the design of Dr. Edwin Land, founder of Polaroid. These cameras weigh over 200 kg, are made of wood, and produce large format instant film images (20 x 27 1/2 inch) of such quality, that even upon close inspection do not show any film grain. In 2011, only seven of these cameras still exist; five of them are still being used.
Jan Hnizdo, an acknowledged photographer and former 20×24 camera operator for Polaroid made this unique camera available for Impossible Works. Impossible Works will make this camera as well as the new generation of 20×24 Impossible integral film available to instant artists all over the world, continuing the former Polaroid Collection principles. Impossible Films Impossible Works will make Impossible instant film materials available to photographers: the small format with the classic white frame, as well as large format films: 4×5 inch, 8×10 inch and 20×24 inch (supported by the 20×24 Holdings LLC in NYC). These new generation instant films are invented and manufactured by Impossible in the former Polaroid production plant in Enschede (NL).
Download the Impossible Press Release to learn more.
Jennifer Trausch, a 2000 Cleveland Institute of Art graduate, is the Director of Photography at the 20X24 Studio in New York City. This former Polaroid studio is the only facility in New York that offers one-of-a-kind large-format analog technology. Jen has directed the studio operations for more than five years. In large-format photography, according to Jen, “many artists feel that the tonal nuances produced by Polaroid 20×24 film are impossible to capture with digital means. In some ways digital is too perfect, and many artists still yearn for the uniqueness and personality of large-scale Polaroid prints.” Successful as a large-format photographer herself, Jen uses the camera she manages to produce her own work that is exhibited around the world.
New York: We felt a little like Lilliputians facing a mechanical Gulliver. Dominating the studio was a Polaroid camera cranked to a height of seven feet, bellows extended two feet out. The burnished -wood cabinet made it look more like a campaign chest than an instant camera. Ninety seconds after a flash of bulbs, photographer Bill Ray seemed as eager as the rest of the assemblage as the 22 1/2-by-30 inch negative was peeled away, revealing a life-size portrait of Andy Warhol. Only Warhol seemed less than overwhelmed – but, then, he had worked with this very camera back when it was experimental. Although proven, it’s still only one of five such cameras in the world — one is in Europe; the other three are used for research in Cambridge, Massachusetts. Polaroid has promised to keep its colossus in New York until the end of November (after that a permanent home will be selected), renting the camera and facilities to photographers ($1000 a day plus $25 per acceptable exposure). Dr. Rogier Gregoire, marketing manager for Very Large Format Photography will also give the public a chance to have half-hour portrait sittings for $100 on November 18. Pinned to the easel, the giant “snapshot” captured every strand of the famous Warhol hair. As we clustered around the photo, only Warhol betrayed no interest. “I really don’t like to look at pictures of myself,” he explained.
Written by Nancy McKeon
Note: 1980 pricing no longer avaialble.
On May 17th, 2011 the 20×24 Studio was proud to participate in the annual benefit auction for Free Arts NYC. Continuing a ten year old tradition, the studio offered portraits by photographer Myrna Suarez to guests making special donations. In addition a silent and live auction was held offering artworks by prominent artists from all over the world.
Free Arts NYC programs inspire children to re-imagine their worlds and transform their lives through the creative arts. With the help of dedicated and caring volunteer mentors, Free Arts NYC delivers creative arts programs directly to low income, homeless, abused and neglected children. They partner with group homes, shelters, schools and community centers to give children the opportunity to express themselves in a supportive environment in order to develop communication and trust. Their programs and the relationships they foster help children and families experience new levels of hope and creativity. Free Arts NYC volunteers and facilitators give all of the children and families they work with a high level of personal attention. Their volunteer to child ratio is often 1:1 and, at most, 1:3. They are able to reach these ratios without exorbitant expense because of their unique volunteer model. Since 1998, founding Director Liz Hopfan has taken the nonprofit from a budget of $100,000 to over $2,000,000. Free Arts NYC volunteers have now served over 24,000 children and families. Learn more about Free Arts at www.freeartsnyc.org.