LOS ANGELES - OHWOW and Leadapron are to host a book release and book signing event for Patrick Hoelck's Polaroid Hotel.

Press, flash, picture. Simple. Then wait. And wait. And wait some more. The anticipation to see what you have captured is a thrill that has been lost with modern technology. In a world full of instant there have been unfortunate casualties. Polaroid instant film was almost one of them. It's not just the nostalgia that makes Polaroids alluring. It's the unpredictability. You never know if you're going to end up with a masterpiece or a disaster but it really doesn't matter, it's yours.

In Polaroid Hotel, Hoelck pays tribute to the art of Polaroid photography with a book of images that capture intimate moments of his life and career throughout 17 years, showing that just because Polaroid has aged it hasn't lost its appeal.

Patrick Hoelck is an American contemporary photographer and director. This is Hoelck's second publication following his first book Tar, that is now out of print and considered a classic. Hoelck has shot major editorial, fashion and advertising campaigns and recently made his feature film directorial debut with Mercy, winning Best Director and Best Film in the Savannah Film Festival amongst other honors.

The book release and signing will be on the evening of Thursday, April 21, 2011 at OHWOW Gallery. www.oh-wow.com