The installations pay homage to the meticulous craftsmanship of the iconic luggage.
Global leader in premium luggage, Rimowa, has moved discerning travellers forward through the resilience, lightness and stability of its mobility tools.
Designed and engineered in Germany, Rimowa merges a legacy of craftsmanship with the rigours of modern technology by placing quality and innovation at its core.
Since its establishment in Cologne in 1898, the brand has been creating functional tools for a lifetime of movement, that evolve with the needs of an ever-changing world.
The Classic Cabin sitting in an airfield as part of the campaign.
In 1937, Rimowa introduced an idea that revolutionised the travel industry and resulted in their iconic grooved aluminium design: aviation-inspired aluminium.
With the debut of its first polycarbonate suitcase in 2000, the brand reached another important milestone.
In 2017, Rimowa joined LVMH, and three years later, it launched Never Still, a collection of bags for daily use that heralded its evolution into a cult mobility brand.
The Classic Cabin is one of the brand’s signature pieces, an aluminium suitcase featuring an iconic design that combines luxury with functionality, and they also have impressive travel essentials such as the Personal Crossbody, Silver Attache, Watch Case and Original Suitcase.
Only found in German, ‘Ingenieurskunst’ literally translates to ‘The Art of Engineering’. — Photos: Rimowa
Returning to its rootsIn Rimowa’s latest campaign, the brand is celebrating what truly enables lifelong journeys everywhere: its German engineering.
With the iconic Classic Cabin front and centre, the luxury maison is going back to where it all started.
Titled “Ingenieurskunst” – a word that only exists in German which literally translates to “The Art of Engineering”, Rimowa aims to reveal the true poetry of the process, materials, and manufacturing that enable its superior functionality.
The Personal Crossbody is meant to house and transport your daily essentials.
The campaign takes us on a journey around the world, with kinetic installations in various locations giving an ode to the brand’s signature aluminium, and showcasing German engineering like the world has never seen it before: as art.
Made from 6,000 rivets, 180 sheets of anodised aluminium, and shells of the Classic Cabin suitcase, the installations pay homage to the meticulous craftsmanship of the iconic luggage: from the harmony of the raw, chrome, and matte materials used to create the products, to the symphonic relationship between heavy machinery and the delicate handcrafting that has been mastered by its engineers.
These superb products are all thanks to an unparalleled level of craftsmanship.
These installations will travel to various locations around the world, and an immersive augmented reality experience will also be incorporated as part of the campaign, inviting audiences to interact with the engineering steps of the Classic Cabin suitcase.
“The topic of German engineering might be considered dry or technical” says Rimowa chief marketing officer Emelie De Vitis. “But as our head engineer describes, ‘it is more like a symphony’. We wanted to show that German engineering – which is at the core of who we are – is truly considered art at Rimowa.”
Daft Punk’s legendary track Around the World is used as the soundtrack for the film, which features a Rimowa engineer as a guiding force.
The new campaign features the iconic Classic Cabin front and centre.
Then, in a nod to the brand’s German heritage, the iconic song is transformed into an orchestral cover by the Cologne-based Gurzenich-Orchester for the reveal of “The Hochzeit”, meaning ‘wedding’ in English – referring to what Rimowa engineers call the moment when two Rimowa aluminium shells are joined for the first time.
A handy watch case to store your precious timepieces.
Created in collaboration with creative agency Anomaly Berlin, the campaign was directed by I Am Here and shot around the globe.
The story carries a simple premise: that even though the Classic Cabin is made in Germany, it is engineered for wherever your travels may take you.
Thanks to the brand’s new lifetime guarantee, which applies to suitcases purchased from July 25, 2022, and covers all functional aspects of Rimowa suitcases for the span of their life, your beloved travel companion will follow you on each and every journey.
