RIMOWA 120TH ANNIVERSARY FILM CAMPAIGN STARRING FIVE CULTURAL ICONS
Rimowa reaches a milestone year and enlists the five cultural icons from around the world to celebrate.
November 8, 2018
To celebrate the Rimowa 120th anniversary, the luxury luggage brand has unveiled its first-ever global campaign, featuring a star-studded cast of five global icons: Roger Federer, Virgil Abloh, Adwoa Aboah, Nobu Matsuhisa and Yoon Ahn.
Their purposeful journeys and mindset perfectly embody Rimowa’s values of mastery and ambition. The global campaign spans five films and outdoor advertising with a powerful tagline: “No one builds a legacy by standing still.”
“For 120 years, Rimowa has been a leader in quality, innovation and craftsmanship, creating a product that’s loved cross-generationally for its ability to aid in the pursuit of inspiration and discovery through travel,” says Alexandre Arnault, CEO of Rimowa.
Rimowa has always been inspired by ambitious journeys and active engagement with the world. To celebrate its 120th anniversary, the Maison has created its first-ever global advertising campaign. Shot on three continents by five different directors, the films share a distinctive cinematic sensibility and powerful storytelling, recounting the journeys of five exceptional internationally-renowned individuals who have achieved mastery in their respective fields and embody the Maison’s fundamental belief that no one builds a legacy by standing still.
“We selected a group of like-minded travelers who have embarked on ambitious, lifelong journeys, and who happen to be authentic Rimowa customers. Despite the differences between each of these personal stories, there’s a shared belief that mastery is a never-ending process, and that travel is a powerful vehicle to make a mark in the world,” says Hector Muelas, Chief Brand Officer of Rimowa.
Roger Federer’s film recreates an actual conversation between the tennis star and his father before Roger’s first trip to Zurich. The film featuring model and activist Adwoa Aboah presents travel as a powerful means to refocus on positive life goals, while the film starring Virgil Abloh, Men’s Artistic Director at Louis Vuitton and Founder & Creative Director of Off-White, shares his artistic vision through travel aphorisms. In his film, internationally-renowned chef, businessman and restaurateur Nobu Matsuhisa recounts how an ancient Japanese travel tale mirrors his own life. Lastly, Yoon Ahn, Dior Men’s jewelry designer & Founder and Creative Director of AMBUSH, evokes opposing sources of inspiration with quotes from her private travel diary.
The campaign illustrates Rimowa values: an ambition to mark its times by crafting exceptional luggage and boldly challenge the status quo. This mindset is encapsulated in the Maison’s tagline, “No one builds a legacy by standing still.”