RE-35

Just last Friday, a friend brought my attention to a 'soon-to-be-released' product, which made my heart skip a beat. The moment I laid eyes on it, I was in love.

The RE-35, which is supposed to be a digital cartridge for analogue cameras, brought the hope of a full revival of film cameras and film photography. Or so it seems.

The announcement of the RE-35 was announced on 1st April, widely recognised as April Fools' Day. When I first saw it, I had my doubts but the website seemed way too elaborate for an April Fools' joke and it did not help that deep down in my heart, I refused to acknowledge it as a prank. Well, it turns out, yes, the RE-35 was a prank. In fact, it was an identity-design exercise by German design company, Rogge & Pott.

What a pity and what a cruel, albeit brilliant, prank to pull on film lovers all over the world. It is like the doctor telling you that your dying beloved pet is on the road to recovery and 10 minutes later, he tells you that he was just joking. = )

All in all, cruel as it may be, removing the reality that it would happen, I have to commend the people at Rogge & Pott for the great design and concept (although it is not the first, check Silicon Film). I dig the relatively minimalistic design and colour combination of the RE-35. Hopefully someday, it would be a reality rather than a concept (or an April Fools' prank).

Do check out the website, RE-35|Digital Cartridges For Analogue Cameras, and people behind this idea, Rogge & Pott (website is in German). Kudos to one of the best pranks I have seen. = )