“Digital photography doesn't have the texture and atmosphere that analog photography gives you”

Now that instant cameras have become fashionable again and there isn't a specialty store that doesn't offer them on their shelves, it's worth remembering the pioneers, those romantics of the profession who back in 2011 were the first to bet on analog photography as a way of life, opening in Gràcia one of those photography studios in Barcelona where you can repair your old camera, take ID photos, buy cameras and lenses of all kinds and, of course, get your rolls of film developed with the photos of your vacations.

Those crazy adventurers were Sara and Miguel Ángel, two siblings raised among flashes, tripods, and film reels who learned the family trade from a young age, making photography their livelihood, and who saw an excellent business model in what seemed like an anachronistic choice: dedicating themselves to analog photography. 8 years and several reviews later in the media, Nostàlgic, it could not be called anything else, this small ode to film and development, is a benchmark in our city for those nostalgic for the chemistry, darkrooms, and pre-digital systems. Therefore, when it comes to photography, and with Barcelona and a bit of architecture as a backdrop, the interview for this blog was more than justified.

It has been described as 'the Mecca of analog photography'. What do you think of that description?

We are motivated to keep working; we have been on this project for 8 years and appreciate the recognition of the effort, desire, and hope we have put into it. It is a description that we value very positively. Our motivation since we decided to set up Nostàlgic was to create a haven for lovers of analog photography. We didn't want it to be lost and we knew it could generate interest, although we never imagined it would be so much. We are very happy to contribute to the continued existence of chemical photography and to facilitate its demand for interested people.

How did you get started in the world of photography?

For both of us, coming from a family of photographers has influenced us; we grew up surrounded by cameras and have been part of this world since we were children. As soon as we could, we trained at various institutions and universities such as the ICP (Institut d’Estudis Fotogràfics de Catalunya), UPC, UAB, or the ICP (International Center of Photography).

How was the Nostàlgic project born?

The project was born after spending some time in New York, where we both had time to reflect on the state of photography in general and where we wanted to focus our professional future. Although we had worked separately in different fields since we studied photography, we felt like creating something together, and after deciding that we wanted to be connected in some way to chemical photography, we noticed that in Barcelona there was no specialized store in analog photography like Nostàlgic, and it was a good time to create it.

With the advent of digital photography in the early 2000s, chemical photography lost much interest for the majority of users. It became increasingly difficult to find laboratories and specialized stores for this type of photographic material. For this reason, we decided to create a space for all those who, like us, remain hooked on the colors, textures, and the way of working with analog photography.

What kind of audience frequents your business? What would their profile look like?

We have a very diverse audience, ranging from professionals who continue to shoot in analog and combine it with digital photography, to young people who are curious about the origins of photography and enjoy experimenting with different types of film. Generally, analog photography is focused within a more personal framework, where you feel more a part of the photographic process without the need to create a perfect image.

As buyers, we find it difficult to find analog material these days. Do you experience the same with your suppliers? Or is it a lively sector from the inside?

We work with many different suppliers from various countries, which allows us to have a wide variety of films, although it also requires more dedication and time on our part when placing orders. At first, it was difficult to find distributors, but gradually we have managed to create a network of contacts that enables us to offer a wide range of products, and although there are brands that have stopped offering or have limited their production like Agfa or Fujifilm, there are new ones that have emerged in recent years like Ferrania or Bergger.

Which product sells the most?

In general, the best-selling products are film and classic cameras, as well as instant ones like Polaroid or Fujifilm Instax. On the other hand, the most requested services are film development and camera repair.

With the vintage phenomenon, instant cameras have come back into fashion. Do you think this could lead to a boom or a return to the origins of photography?

The Polaroid is an icon of the 80s, its aesthetics and immediacy appeal to a large number of people. Moreover, the fact of getting a physical image and being able to witness the magical process of development on the spot makes them very appreciated and unique cameras. These, along with other classic cameras, have set a trend and a boom that has brought analog photography closer to many young creatives. We believe that the market will stabilize and analog and digital photography will coexist, because they complement each other.

What does digital photography lack that keeps film photography so alive?

Digital photography is more perfect, flatter, and lacks the texture and atmosphere that analog photography provides. The shooting process is also different; film has a limited number of shots, which encourages you to think more about the photograph you want to take. It's a slower process with greater involvement, requiring more effort to achieve good results.

And within the digital realm, does the omnipresence of cameras in all mobile phones affect you, or is that not your battle?

In general, it has democratized photography and has created more users and people interested in creating images. Now everyone takes pictures and in our case, we think that it does not affect us negatively.

From our perspective, we are very interested in the relationship between architecture and photography, especially in connection with Barcelona. How do you assess the rise of this relationship and the emergence of specialists in the field such as @stoptheroc or Adrià Goula?

Barcelona is a city of great beauty, a global benchmark in contemporary architecture, enjoying a rich and diverse heritage that makes it unique. Every year, thousands of tourists visit us with a purely architectural interest. We personally believe that a lot can be conveyed through shapes and volumes, lights and shadows, and how light displays the different textures and materials of an architectural work. There are great photographers in this field who are capturing the city through their work, and we find this very positive. Both Roc Isern and Adrià Goula are two excellent representatives of today's architectural photography in Barcelona.

If you had to choose an architectural site in our city for a report or a session, which one would it be? And why?

It will depend on the type of session and the message we want to convey in the report. It's also important to consider the lighting we'll have and the logistics to properly define the space. The Forum, Park Güell, or the Bunkers of Carmel are the most common, due to their attractive architecture or views of the city, but there are also many other spots, such as the streets of the Gothic Quarter or the Laribal Gardens.

In addition to architecture, you have worked in interior design photography, product, advertising, and portrait. What is the most difficult thing to capture?

Each type of photography presents its own particular challenge, product photography is more technical, advertising requires more post-production... Perhaps the most difficult but also the most beautiful thing is to capture the essence of the person being portrayed.

I don't know if you are Instagram users or not, what do you think about this social network and who would be your references?

We don't consider ourselves Instagrammers, because we're not the type of user who actively shares their daily life, but we acknowledge that nowadays Instagram is a very powerful social network with a large audience that has become an excellent marketing tool to showcase your products and services. It's very visual, easy to use, and promotes creativity.