Analog photography in the digital era.

In a short time, we have gone from simple algorithms (1 dead mammoth x distance from the cave = number of people needed to bring food home) to highly complex black box algorithms that represent the confusing end of a relatively simple process that we have been using for millennia.

In this digital age, in which technological advances have radically changed human relationships, work structure, politics and education, a tendency towards analog technology has resurfaced, awakening a sense of nostalgia for the past, usually for a period with happy personal associations in the hearts of many.


From the warm crackle of a vinyl record to the unmistakable click of a film camera, these sensations do not represent simple objects, lifeless things, but bring to our mind feelings that are linked to our memory and our identity. As a result, they are making a surprising comeback.

While digital devices offer convenience and a multitude of features, the tactile and tangible experiences provided by their analog counterparts evoke a time when life was simpler and, perhaps, more authentic. It’s about creating lasting, tangible and real memories in a way that the digital world often fails to deliver.

However, this resurgence goes beyond mere nostalgia; it signifies a cultural shift in which vintage values and aesthetics are once again appreciated in the face of an overwhelmingly digital world. The replication of so many innovations in the form of inventions and discoveries has resulted in a loss of cultural identity in many societies.

Analog devices stand out for their unique way of bringing old sensory experiences that remain stored as emotional memories into the present. Not to mention the skills required to operate them. Technology usually makes our lives easier. It also makes it so we don’t have to practice a few basic skills. After years of smartphone use, many of us can’t even remember a phone number. Film photography is a way to get some skills that matter back.


They also represent a bridge between generations, with older analog formats being rediscovered and treasured by today’s youth. From the shelves dedicated to vinyl in music stores to the renaissance of film photography, the proof of analog’s enduring charm is undeniable.

As a side note, the word “photography” means “to write with light”, this light is what makes visible what surrounds us, both for our eye and for the camera. Digital photography does use ones and zeros, so calling it photography is not the most appropriate. Perhaps we should simply talk about photography (not “analog photography”) and digital imaging (not “digital photography”).

Our store is focused on this resurgence, the photography that writes the light.

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