The Lomographic Society is a movement and a brand that has created a community through enabling their customers to distribute their work and interact with each other.
The brand has been built on a small Russian camera called the Lomo Kompakt Automat (LC-A) camera. In 1991 two travelling Viennese students managed to secure the monopoly on selling the LC-A worldwide and in 1993 the Lomographic Society was born.
Members can create their own ‘Lomo-Home’ (website) where people can post their photos, send photomail and even blog. There is even an opportunity to link friends and comment on each others work.
The Society has exploded with moves into print media, global events and competitions, new product lines and packages, global ambassadorial posts, fashion, etc all centred around the ‘10 Golden Rules’, the most encompassing being – Don’t Think, Just Shoot! The strength of the brand meant that in 1996 when the St Petersburg manufacturers threatened to stop making the camera Lomographers stepped in to guarantee all future sales.
The Lomographic Society is definitely a dichotomy: offering a modern digital community through association with its analogue products. The success has come through the creation of an adoptive philosophy and an imbued sense of intimacy and ownership via the ‘Lomohomes’ network where interaction is the key.
Contributed by dk, a PSFK Joinee and host of Phatgnat.
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