PolaWalk is now Sophort


Hi everyone,

We have exciting news to share with you!

Our company will change its name from PolaWalk to “Sophort”. Our new domain for all offers is www.sophort.com

The Polaroid Photo Tours (“PolaWalks”) we are offering from now on have their own new distinctive name and brand: “Instant Tours”

We are proud to present our new logos:

Brand Relaunch

Sophort is based on the German word sofort (it translates to immediately, instantly). Sofortbildfotografie means instant photography. The change from the F to PH is a reference to the PH in photography.

Brand Relaunch

Both logos share the same square camera element. It stands for instant photography and is the connection between the logos.

You can find all our social media channels under the new handle: SophortHQ

Follow us here:


Now you know that we’ve changed the company and product names. And here’s why:

Gilbert and I started offering Polaroid photo tours under the name PolaWalk in 2013. In the beginning all we did was walks through Vienna with Polaroid cameras – hence the name.

Since then we’ve grown and we’ve expanded our product range into a number of directions. We’re offering tours in Vienna, Graz and Warsaw, we offer workshops and services for individuals and businesses, we have an online-shop and we host our yearly photo event – the Instant Safari.

By now, we are so much more than just two guys and a photo tour in Vienna: We have an amazing team of six guides in Austria (Vienna & Graz) and two fabulous partners who offer the Instant Tour in Warsaw, Poland. We also have a number of strong partners who have helped us learn and grow.

We believe that our new brand identity, names and logos, will enable us to establish and maintain great relationships with our customers and business partners. We are looking forward to exciting new opportunities, co-operations and partnerships!

Thank you all for being part of our journey and thanks for staying with us. We invite you to be part of our evolution! You rock!

Brand Relaunch

Thomas Preyer & Gilbert Lechner


If you have any questions or feedback, please let us know 🙂

thomas@sophort.com | gilbert@sophort.com