This project will only be funded if it reaches its goal by Fri, July 20 2018 3:30 PM UTC +00:00.
Shake off expectations and let the Diana Instant Square fill your frame with unpredictable beauty. There’s no re-take, no post-production polishing — you snap the shot and seconds later you hold a beautiful picture filled with strong, saturated colors and soft, moody vignetting in your hands. The Diana Instant Square electrifies your life with lo-fi love, opening up a whole world of creativity and freedom.
Our expert testers are loving the lo-fi magic of our very first Diana Instant Square prototypes. Jump inside this exclusive gallery to discover their freshest snaps!
Inspired by the original 1960s medium format Diana camera, our brand new box of instant magic sprinkles your shots with all the striking effects that made its predecessor an analogue classic. No two shots will ever be the same. It’s packed with features to ignite your inspiration, and compatible with heaps of accessories to keep the analogue fire burning.
Experiment with unlimited long and multiple exposures, light up your world with a hot-shoe flash, and attach any of the interchangeable lenses designed for the Diana F+ for even more artistic options. The world’s first Instax camera with interchangeable lenses and a hot-shoe mount, the Diana Instant Square is built for pushing the boundaries. Look through the bright viewfinder, or toss it aside and shoot from the hip. Dare to trust your instincts. Beautiful things will happen.
Imperfections aren't faults. They're little sparks of beauty, each one captivating in its individuality. Embrace them. You’re unpredictable. So is the Diana.
The Diana Instant Square isn’t about following the rules. It’s about being brave, challenging expectation and celebrating imperfection. From unlimited multiple exposures to a selfie mirror for the perfect self-portrait, this mighty instant camera has got everything you need to create something incredible.
The Legendary Diana Aesthetic: Strong, saturated colors; rich, moody vignetting; and all the unpredictable effects that made its 1960s predecessor an analogue classic.
On Square Format Instant Film: Inspired by the sweet square frames of the original medium format Diana camera, we’re bringing luscious lo-fi effects to square format instant photography. Grab a pack of widely available Fujifilm Instax Square Film, and watch your frames develop in your hands in seconds.
The Definitive 60s Design: As stylish as the 1960s camera that sparked our inspiration, our latest instant innovation is available in two different designs. One features the striking, definitive blue and black housing. It’s seriously stylish and instantly recognizable. The other is an exciting twist on a classic look. It’s clad in beautiful brown leather accented with gorgeous blue panels.
Fully Manual to Give You Complete Creative Freedom: The Diana Instant Square is built to push your photography skills to the next level. With fully manual settings, you can craft a frame to suit your style.
- Adjustable Aperture: Choose from "sunny" (f/32), "partly cloudy" (f/19), "cloudy" (f/11) and "pinhole" (f/150).
- Instinctive Zone-Focusing System: With a simple twist, you can switch between 1–2 m, 2–4 m and 4 m–infinity (3.3–6.6 ft, 6.6–13 ft and 13 ft–infinity).
Bulb Mode: Keep your shutter open for as long as you want to capture a beautiful night scene or a psychedelic light painting.
Unlimited Multiple Exposure Mode: Layer up the same frame with as many scenes as you like to create the shot of your dreams.
Selfie Mirror: Take stunning self portraits and brilliant group shots.
Life is full of surprise encounters, spontaneous adventures and extraordinary experiences. Give yourself the freedom to embrace them with these incredible accessories.
(1) Diana Instant Square (2) Diana F+ Flash (3) Diana Instant Square flash plug (4) Diana F+ flash hot-shoe plug (5) Diana F+ flash to hot-shoe adaptor (6) Diana F+ flash color gel filters (7) Diana F+ 110 mm telephoto lens (8) Diana F+ 38 mm super-wide-angle lens (9) Diana F+ 20 mm fisheye lens (10) Diana F+ 55mm wide-angle lens (11) Diana F+ close up attachment for 55mm lens (12) Diana F+ 75 mm glass lens (13) Diana fisheye lens viewfinder (14) Diana 38 mm / 55 mm lens viewfinder (15) Diana viewfinder base (16) Diana 75 mm / 110 mm lens viewfinder (17) Lens filters (also compatible with the Lomo’Instant Square): red and yellow color filters, light orange and light blue temperature filters, ND graduated filter, star filter (18) Portrait glass lens attachment (also compatible with the Lomo’Instant Square) (19) Splitzer (also compatible with the Lomo’Instant Square) (20) Wide-angle glass lens attachment (also compatible with the Lomo’Instant Square)
A Variety of Interchangeable Lenses: Get a whole new take on your surroundings using any of the interchangeable lenses produced for the Diana F+ — that’s a 110 mm telephoto lens, 75 mm glass lens, 20 mm fisheye lens, 55 mm wide-angle and 38 mm super-wide-angle lens. The 55 mm lens even comes with a special attachment to turn it into a glorious close-up lens!
Compatible with a Wide Range of Flashes: Attach a flash to the hot-shoe mount to splash your shot with a dazzling burst of light. You can even use the original Diana F+ flash! Use your flash with color gel filters to tint your shot a completely new hue.
Detachable Viewfinder: Composing your shot is easier than ever with an expansive, bright viewfinder. We’ve designed special optimized viewfinders for each of the lenses so that you always know exactly what’s in your frame. Choose to compose, or abandon the viewfinder and shoot from the hip. The choice is yours!
A Standard Filter Thread for Unlimited Artistic Options: The lens on the Diana Instant Square is equipped with a standard filter thread, which means it’s compatible with tons more accessories like the Lomo’Instant Square’s portrait and wide-angle lens attachments, neutral Density, color and star filters, and so much more!
It was the early 1960s. Mini skirts were swinging into fashion, and Beatlemania was taking the world by storm. In a small manufactory in Kowloon Bay, Hong Kong, engineers were knocking together a little camera that would change the face of photography forever.
The Diana camera was the very definition of lo-fi. It had a plastic lens that produced brilliantly blurry edges and super soft vignetting, and flimsy housing that led to light leaks and watermarks. Each shot was unpredictable, drenched in gorgeous analogue imperfections. Its unique beauty catapulted it to stardom, with professional photographer Mark Sink using it to snap Jean-Michel Basquiat, Grace Jones, and even the inimitable Andy Warhol.
You know what they say, though — nothing lasts forever. In the late 1970s Kodak cameras provided a more conventional approach to casual photography, and production of the Diana slowed and eventually ceased. Nonetheless, the unlikely charm of this 1960s lo-fi beauty lived on. When we got our hands on one back in the early 2000s, we couldn’t believe our luck. Blown away by the mesmerizing images it produced, we got to work on a brand new version. In 2007, we added the Diana+ to our ever-expanding collection of creative cameras.
We kept the strong, saturated colours and soft, moody vignetting that had us head over heels for the original, and added a touch of Lomographic love — a Bulb Mode for long exposures, a Multiple Exposure Mode to layer up unlimited shots on the same frame, a pinhole functionality for lens-less experiments. Now, after 10 years of special editions, creative accessories and millions of incredible pictures, we’re bringing the legendary Diana aesthetic to square format instant photography.
- Film Format: Fujifilm Instax Square Film
- Film Size: 86 mm × 72 mm
- Exposure Area: 62 mm × 62 mm
- Shutter Release: Manual N/B shutter
- Shutter Speed: N (1/60), B (Bulb Mode, Unlimited)
- Aperture: Manual settings, cloudy (f/11), partly sunny (f/19), sunny (f/32), pinhole (f/150)
- Film Ejection Mechanism: Motorized
- Film Counter: Yes, mechanical
- Multiple Exposures: Unlimited
- Flash: Diana F+ Flash (with adapter, included in package), hot shoe (with adapter, included in package)
- Interchangeable Lens Mount: Diana F+ bayonet mount
- Focal Length of Kit Lens: 75 mm
- Zone Focusing Setting (kit lens): 1–2 m / 2–4 m / 4 m–infinity
- Tripod Mount: Yes
- Selfie Mirror: Yes
- Viewfinder: Reverse-Galilean, detachable
- Battery Supply: 4 × AAA batteries — please note that batteries are not included
- Filter Thread Diameter on 75 mm kit lens: 30.5 × 0.75
- Dimensions: (W×H×D) 140 mm × 115 mm × 98 mm
We’ve worked out a timeline of production so that you can see exactly how we’ll be bringing the Diana Instant Square to life. We promise to keep you right up to date with our progress. Pledge now to join the journey!
- May 2018: Finalize technical design and alpha prototype
- June 2018: Review prototype and finalize outlook design
- July 2018: Create beta prototype
- August 2018: Finalize packaging design
- September – October 2018: Create final prototype and test production
- November 2018: Kickstarter production run
- December 2018: Ship first quantities before the Holidays!
All you need to do to start embracing the unexpected with the Diana Instant Square is follow these three simple steps…
Step One: Choose Your Tier
From every Lomography Diana camera ever created to a trip to Lomography Headquarters in Vienna, our pledge packages are packed with fantastic photography treats. Take a look at the list below and choose your favorite!
Step Two: Choose a Little Something Extra
Push your creativity even further with these amazing extras! We love Kickstarter because it means that we can give you fantastic savings on tons of exciting items. That’s why each of these items can be added to your pledge at up to 30% less than the usual retail price! Divide your shots into segments using the splitzer, get even sharper shots with the 75 mm Diana glass lens, and finetune your shots with a collection of lens filters.
Choose as many as you like by simply adding the amount specified for each of your chosen items to your pledge. For example, if you’ve pledged for the 25% off Classic Camera package at 75 USD, and you’d like to add a splitzer to your pledge at 10 USD, just increase the amount you’ve pledged to 85 USD.
Please don’t forget to send us a message detailing everything you’ve pledged for, and a follow-up message every time you update your pledge. That way we can make sure you receive exactly what you ordered!
Step Three: Sit Back, Relax and Wait
Once you’ve finished topping up your pledge with extras, added the relevant shipping fees for your tier and clicked the “Pledge” button, your pledge will be processed. After the end of the campaign, we’ll send you a survey asking for your shipping address and a list of everything you pledged for. Once you’ve filled this in and sent it back, we’ll get your items in the post as soon as they’re ready. The money you’ve pledged will be reserved on your account, but only booked once the campaign is successfully funded and over.
We love giving you extra goodies. That’s why we’ve got a whole lot of exciting extras and fantastic features lined up for you throughout the campaign. Fasten your seatbelts — because if the Diana is full of surprises, so are we. We’ve got something that’s going to make you see the world through a whole new lens — or without one… Intrigued? Choose a pledge package now!
You love the pinhole. We love the pinhole. And we're determined to make our darling Diana a pinhole — no matter how much of a puzzle it is proving to be. Help us hit the $350,000 mark and we promise we'll make the Diana Instant Square every bit as brilliantly multi-functional as its predecessor!
And as a token of our Lomographic love, we’ll throw in a free inlay filter with every pledge package that includes a Diana Instant Square. Slot this special filter into your camera and all kinds of wacky and wonderful things will appear in your frame. It’ll be unlike anything you’ve ever seen before.
Never used an instant camera?
It’s the quickest way to pick up all the best analogue tricks. You can see your shot straight away, so you can learn as you go. The Diana Instant Square will make sure that your shots stand out from the crowd.
Never used a Diana camera before?
Welcome to the luscious land of lo-fi photography. It’s full of gorgeous little surprises. Let go of control and embrace the imperfections. Beautiful things will happen.
A huge fan of the original Diana camera?
Us, too! That’s why we worked hard to preserve the authentic Diana aesthetic. We designed this creative little camera so that you could shoot in all the vivid colors and moody vignetting you love, and share your masterpieces just seconds later.
Usually shoot on digital?
Take a break and leave the digital grind behind. Instant snaps aren’t like the photos stored on your laptop. They’re tangible objects that you can pop in the post, stick on your fridge, give to a friend. Step outside the box and experiment with the Diana Instant Square.
The Lomographic Society International is photography’s wildchild. Fuelled by fiery passion and burning curiosity, we’re a free-spirited movement made up of over 1 million bold and brilliant creatives from every corner of the world. Lomography is a license to let loose, an invitation to ignite your inspiration, and a platform to catapult your shots around the globe. Whether you’re a complete novice or a photography pro, we believe that you harness the power to create something incredible — and we’re dedicated to providing you with all the photographic tools you need.
The Diana Instant Square will be available for delivery to most countries around the world. As shipping, handling, local charges and custom fees vary from country to country, please select your reward to see specific details about your location. Lomography cannot be held liable for any additional customs charges that may occur in your location. We have logistics hubs in Hong Kong, Japan, New York and Hungary. This means that we can deliver to customers from the EU, USA, Hong Kong or Japan without incurring additional customs fees when you receive your reward. If you are located outside the EU, USA, Hong Kong, or Japan, there may be extra import costs to pay upon delivery. Please note that we cannot ship to Russia, Belarus or Brazil.
We're offering "drop shipping" to backers in Thailand, which means that there will be no additional import costs to pay upon receipt of your items. The shipping rates for Thailand will vary depending on the total cost of your pledge — please find a complete list of the shipping costs per pledge in our FAQ section. These shipping rates include all import and handling fees.
For all shipping and handling details, please refer to the FAQs. If you’d like to back the project but your country isn’t listed in the dropdown menu upon checkout, or if you have any further questions about shipping, please feel free to contact us.
Risks and challenges
We’re proud to have successfully funded and completed eight ambitious Kickstarter projects. We’re working hard to bring the Diana Instant Square to life, but we’re aware that there’s always an element of risk involved in these kinds of projects. We’re dedicated to delivering a flawless instant camera that fulfills your expectations. Our commitment to excellence means that the first shipment is set to go out in December. Although we work closely with our manufacturers to ensure everything runs smoothly, unexpected delays in production and delivery are always a possibility. We promise to keep you informed every step of the way. We’re so ready to expand the Diana collection and excited to be back on Kickstarter with you. We hope you’ll join us in making the Diana Instant Square a reality!Learn about accountability on Kickstarter
- All gone!