Creators of the much-loved photography app Hipstamatic seem endlessly confused as to where Gastown is located

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      As every iPhone photography nerd knows, Instagram isn’t the only app that makes your pictures look 10 times better than they really are.

      Think Snapseed, VSCO, CameraBag 2, Prisma, Manual, and, well, we could go on for a good hour or so.

      One of the most fiercely loved of all photography apps is the underdog known as Hipstamatic. Trivia buffs know that Hipstamatic actually beat Instagram to the photo-filter punch, to the point where it’s cited as the company that pioneered cellphone photography as we now know it. (And by that, we’re talking how 99 percent of us can’t resist doctoring photos through filters that would make most professional photographers cry).

      So what happened in the battle between the two companies? Instagram set up a social network on which users could share their treated photos. Hipstamatic meanwhile made it possible for its users to create amazing photos that they shared on, well, Instagram.

      The injustice of this is that the Insta platform has never been fit to carry Hipsta’s endlessly interesting camera bag. From the 12 Apostles, Big Easy, and Louis XIV Infrared films, to the Big Bertha and Salvador 84 lenses to the Cherry Shine and Tasty Pop flashes, you’ve got endless possibilities every time you take a picture.

      Tofino.
      Mike Usinger.

      One of the greatest features of Hipstamatic is the way that it asks users to submit ideas for new packages (which usually consist of a unique digital lens, type of film, and sometimes a flash). Often those packs are inspired by cities and the way they tend to be seen by photographers.

      The East Austin HipstaPak for instance enables you to shoot with a Ranger 66 lens (“A rich low contrast warmth is added to your image with this lens. Made in Texas”) and Lone Star Uno film (“Add a hint of deep indigo and ruffled edges to your photos, using this cowboy-inspired film.”)

      The Toronto HipstaPak includes a Le Allan lens (“Capture the streets of Toronto with this wicked lens”) and Queen West film (“Capture unique monotone photography with this unpredictable film.”)

      As members of the Hipstamatic Cult, one can imagine how thrilled we were with today’s news that there’s not only a new HipstaPak, but that it’s totally inspired by one of Vancouver’s most loved neighbourhoods: Gastown.

      Hipstamatic is billing the new package as follows:

      “The Gastown HipstaPak takes us to Vancouver, British Columbia. Inspired by fauvism, the non-natural colors create a beautifully cinematic effect.”

      The film is Saloon 1867 (“A desaturated film, this pairs well with the Deighton lens to create fauvist colors”), and the lens is called Deighton (“Add a pump of contrast to warm tones with this clean lens. Made in Victoria.”).

      And those last three words are, of course, where things get puzzling.

      What the fuck Hipstamatic? Gastown isn’t in Victoria any more than Bourbon Street is in Lafayette or Williamsburg is on Long Island.

      And while we’re at it, there are a number of no-brainers that Hipstamatic might have used as a go-to to showcase the “fauvist colors” of Gastown: the Gassy Jack statue, the Hotel Europe, or the Gastown Steam Clock.

      Unfortunately, the Parliament Buildings in Victoria, British Columbia are not among those landmarks.

      The good news about all this? We’ve got something seriously entertaining to look forward to the next time Hipstamatic decides to focus its attention on British Columbia. Get ready for the Tofino HipstaPack where the accompanying photographs showcase the rugged and endlessly wild beauty of the Downtown Eastside.

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