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Tag: luggage

  • Beatrice Monguidi Steps Up as New CEO of LVMH’s Rimowa: A New Chapter for the Luxury Luggage Brand

    Beatrice Monguidi Steps Up as New CEO of LVMH’s Rimowa: A New Chapter for the Luxury Luggage Brand

    Beatrice Monguidi has been named the new CEO of Rimowa, the renowned suitcase brand, by LVMH. She will officially assume her duties starting June 1. Monguidi will directly report to Pietro Beccari, who holds the dual roles of Chairman and CEO of both the LVMH Fashion Group and luxury fashion house Louis Vuitton.

    Experience and Expertise

    Monguidi’s appointment is indicative of LVMH’s strategy to leverage internal talent, recognising her vast experience across several of the group’s premier brands. Her professional journey includes stints at Fendi and Christian Dior Couture, both high-profile LVMH companies.

    In her most recent role, Monguidi excelled as the Zone President for EMEA (Europe, Middle East, and Africa) at Louis Vuitton. She was responsible for supervising one of the brand’s most intricate regions. Her efforts to cultivate a culture centred around people while maintaining robust commercial performance and operational discipline across varied markets did not go unnoticed.

    Beccari lauded Monguidi’s leadership skills, stating, “Monguidi has demonstrated a remarkable ability to unite and guide teams towards common goals within the multifaceted and complex EMEA ecosystem. Her commitment to the collective and to nurturing talent makes her the perfect fit to steer Rimowa’s vision into the future.”

    LVMH’s Current Financial Standing

    Monguidi’s appointment coincides with the release of LVMH’s first-quarter revenue report. The figures reflect a revenue of €19.1 billion (US$22.4 billion), marking a 6% decline. This drop is attributed to ongoing geopolitical tensions impacting trade. However, the brand’s strong performance in key markets, notably the US and Asia, helped mitigate the disruption caused by larger economic instability and conflict in the Middle East.

    Questions & Answers

    Who has been appointed as the new CEO of Rimowa?
    Beatrice Monguidi has been appointed as the new CEO of Rimowa.

    Who will Beatrice Monguidi report to in her new role?
    She will report to Pietro Beccari, the Chairman and CEO of the LVMH Fashion Group and Louis Vuitton.

    What is LVMH’s latest reported revenue?
    LVMH’s latest reported revenue for the first quarter is €19.1 billion or US$22.4 billion.

  • Rimowa Opens First Street-front Store In Japan’s Chubu Region: A Blend Of Luxury And Tradition

    Rimowa Opens First Street-front Store In Japan’s Chubu Region: A Blend Of Luxury And Tradition

    Rimowa, a luxury travel accessories brand, has recently opened its inaugural street-front store in Sakae, Nagoya, situated in the heart of Japan’s Chubu region. The brand, which is part of the LVMH portfolio, is renowned for its premium range of suitcases, bags, and accessories.

    Store Design and Location

    The newly unveiled store, nestled amidst other high-end brands on Otsu-dori Street, merges traditional Japanese architecture with Rimowa’s own unique design aesthetic. Covering an impressive 190 square meters over two floors, the store’s design emphasizes the concept of lightness, achieved by the natural light streaming through its glass walls.

    The ground floor of the store showcases a striking blend of two types of synthetic marbles, creating a stark contrast with the store’s luminous interior ambiance.

    Customer Service and In-store Features

    On the second floor, customers will find two dedicated repair counters offering hot stamping and click repair services. The store also features a secluded customer service area, designed to promote a calm and relaxed shopping environment. True to Rimowa’s commitment to design and quality, this area boasts furniture crafted by Marcel Breuer, a renowned figure in furniture design who received his education at Germany’s prestigious Bauhaus.

    Questions & Answers

    Where is the new Rimowa store located?
    The new Rimowa store is located in Sakae, Nagoya, in Japan’s Chubu region.

    What is the design theme of the new Rimowa store?
    The design theme of the new Rimowa store emphasizes lightness, with natural light filtering in from its glass walls.

    What services does the new Rimowa store offer?
    The new Rimowa store offers dedicated repair counters for hot stamping and click repairs. It also features a partitioned customer service area for a relaxed shopping experience.

  • Samsonite reopens at Hong Kong’s IFC mall with pop-up cafe concept

    Samsonite reopens at Hong Kong’s IFC mall with pop-up cafe concept

    Samsonite has reopened its flagship store at Hong Kong’s IFC Mall with the launch of a limited-time pop-up cafe.

    Running until April 20, the Samsonite Cafe offers visitors a curated space to explore the brand’s sustainability initiatives in a lifestyle-driven setting.

    The cafe aims to complement the newly renovated outlet, which showcases the brand’s first dedicated sustainability-led design.

    As part of the activation, customers can enjoy complimentary coffee by registering as a Samsonite member at the pop-up store, or with any purchase made at the Samsonite IFC Mall store upon registering. Lifetime, Black, Platinum, and Gold Club members are eligible for complimentary coffee without any purchase.

    Constructed using FSC-certified plywood and low-emission gypsum board, the store features display podiums and wall panels made from repurposed luggage shell edges and leftover backpack fabric.

    To further lower its carbon footprint, more than 75 per cent of the renovation waste was sorted for recycling and processed by certified partners.

    The store also incorporates motion-sensor LED lighting and enhanced air quality systems in line with global retail standards.

    “Our inaugural sustainability concept at IFC Mall underscores our commitment to eco-friendly practices,” the company said.

    “This approach exemplifies our belief that sustainability can redefine the retail experience and transform the lifestyle bag and luggage industry.”

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  • TUMI Featured In Sony Pictures’ Upcoming Summer Film ‘Bullet Train’

    TUMI Featured In Sony Pictures’ Upcoming Summer Film ‘Bullet Train’

    Today TUMI, a leading international travel and lifestyle brand, unveiled its 19 Degree Aluminum Briefcase which is featured in Sony Pictures’ upcoming original action thriller “Bullet Train”, exclusively in theaters. 

    In the film, Ladybug is an unlucky assassin determined to do his job peacefully after one too many gigs gone off the rails. Fate, however, may have other plans, as Ladybug’s latest mission puts him on a collision course with lethal adversaries from around the globe—all with connected, yet conflicting, objectives— centering around the TUMI 19 Degree Aluminum Briefcase on the world’s fastest train. The end of the line is just the beginning in this non-stop thrill-ride through modern-day Japan from David Leitch, the director of Deadpool 2.

    Leading up to the film’s theatrical release in North America on August 5th, TUMI will be activating an integrated marketing program that includes a global red-carpet premiere and a variety of digital and in-store promotional activities. 

    “There was only one luggage brand who had enough style to fit in with the film’s all-star cast as well as the durability that could go head to head with an ensemble of assassins on one of the world’s fastest trains and that was TUMI, which perfectly fits in with this edgy, action-packed film,” said Jeffrey Godsick, EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment at Sony Pictures Entertainment. 

    Equally striking from a distance or at close range, the TUMI 19 Degree Aluminum Briefcase boasts a sleek, aluminum crafted exterior with bespoke design and durability top of mind. This limited-edition briefcase features a “Bullet Train” patch card pocket with the “Bullet Train” logo in addition to a branded luggage tag.  Through the TUMI “Bullet Train” collaboration, only 150 limited-edition briefcases will be available starting July 20th worldwide across select TUMI stores and TUMI.COM. Please check your local TUMI website for pricing. For those unable to get one of these limited TUMI collector’s items, they can visit TUMI.COM to shop the full TUMI 19 Degree Aluminum collection, which is highly durable, and boasts a modern silhouette with fluid-looking, strategically contoured angles.

    “TUMI is synonymous with quality, durability, toughness and is always looking to the future for inspiration. As the screen writers and director started laying out what the environment would look like in the film, TUMI was at the top of their list. They looked to TUMI for a hero case that has  the aesthetics and durability to be able to surpass the battles that ensue throughout this epic journey,” said TUMI Creative Director, Victor Sanz.


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  • TUMI and ONE Championship to Design and Launch the Ultimate Luxury Esports Gaming Bag

    TUMI and ONE Championship to Design and Launch the Ultimate Luxury Esports Gaming Bag

    The largest global sports media property in Asian history, ONE Championship™ (ONE), today announced that their existing commercial partnership with TUMI across ONE’s esports and martial arts properties will include a expand special branded challenge during season one of The Apprentice: ONE Championship Edition that will deliver the perfect companion for esports athletes – the ultimate luxury gaming bag.

    Together with ONE Esports, TUMI’s global design team will challenge the show’s contestants to help design, market, and launch the ultimate luxury gaming bag in an episode of the series. To bring the bag to life, contestants on The Apprentice: ONE Championship Edition will work with TUMI to leverage the brand’s innovative functionality, superior performance and premium design to create a product that is perfectly catered to the needs of gamers on the go. TUMI and ONE Championship will also partner on additional marketing efforts to promote this new initiative, which will eventually be sold to the public.

    Victor Sanz, TUMI Creative Director, stated: “We are excited to partner with ONE Championship on ‘The Apprentice: ONE Championship Edition.’ We look forward to seeing the innovative designs and out-of-the-box marketing launch plans the contestants come up with to elevate the journeys of gamers around the world.”

    Carlos Alimurung, CEO of ONE Esports, stated: “Given ONE’s global reach and our millennial audience who drive the gaming market, we are excited to support TUMI’s entrance into the gaming world. We are thrilled to use “The Apprentice: ONE Championship Edition” to facilitate cutting-edge innovation and work with TUMI to bring a compelling product to the market that will strongly resonate with esports athletes”

    Under license from MGM Television, ONE Championship’s unique take on the hit reality television franchise is scheduled for release and distribution in Q4 of 2020.

    The Apprentice: ONE Championship Edition will invite sixteen (16) contestants handpicked from around the world to compete in a high-stakes game of business and physical challenges. The winner will receive a US$250,000 job offer to work directly under Chairman and CEO Chatri Sityodtong for a year as his protege in Singapore.  In addition, a total of 12 of the world’s top CEOs (1 CEO per episode) will be featured as guest judges alongside Sityodtong. The business competitions will focus on a variety of real-world problems and industries. Meanwhile, the physical challenges will be graced by the World Champions from ONE Championship, where contestants will aim to outshine them in feats of athletic ability and endurance.

    ‘The Apprentice’ is one of the world’s biggest non-scripted reality TV programs in history and judges the business skills of a group of contestants competing for a job offer from a high-profile CEO. It has aired in over 120 countries. The first season of The Apprentice: ONE Championship Edition will consist of 13 episodes.

  • Samsonite marks 110th anniversary with sustainability pledge

    Samsonite marks 110th anniversary with sustainability pledge

    Luggage retailer Samsonite is marking its 110th anniversary with a sustainability pledge.

    The new “Our Responsible Journey” strategy “focuses on Samsonite’s legacy of designing products that last; its commitment to reducing its impact on the planet; and how it engages its people, partners and communities in this progress,” the company said in a statement.

    The strategy – which includes commitments by Samsonite brands Tumi, American Tourister and Gregory – aims to increase the use of sustainable materials and packaging; continue to develop solutions towards product durability, improve access to repairs and end-of-life solutions; and use 100-per-cent renewable energy while becoming carbon neutral within five years.

    “While we’ve been focused on sustainability for several years, ‘Our Responsible Journey’ is how we will accelerate the implementation of sustainable business practices globally to meet our goals,” said Samsonite International CEO Kyle Gendreau. “This strategy will touch every aspect of our business to help us further our long-standing leadership in the industry.”

    The brand has launched more than 50 collections including sustainable materials to reduce waste. It has reportedly diverted roughly 52 million 500 ml PET bottles from landfills.

  • Freitag Japan opens store in Kyoto

    Freitag Japan opens store in Kyoto

    Bag and carrying case manufacturer Freitag has opened its fourth outlet in Japan, which was featured in Designboom architectural magazine for its unique interior.

    The Swiss firm, which creates its products from used truck tarpaulins, has set up an 80sqm distribution center in Kyoto in the vicinity of the ancient Nishiki market and the metropolitan Nakagyo-ku pedestrian precinct.

    The store design reflects the industrial style of the firm’s logistics warehouses in Zurich and features a DIY workshop where customers can create their own miniature items from tarp off-cuts.

    Around 1100 recycled one-off bags are currently stored at the outlet.

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  • Samsonite sees third-quarter sales

    Samsonite sees third-quarter sales

    Luggage company Samsonite’s net sales fell by 0.7 percent in the third quarter, as the US-China tariff war put pressure on the US market and increased distribution expenses affected the company’s gross profit margin.

    In its latest financial report, Samsonite said net sales in the three months to September 30 decreased to US$921.5 million while operating profit declined by 13.4 percent to US$104.9 million.

    Its performance in the nine months to September 30 also declined net sales down by 1.2 percent to US$2.677 billion and operating profit down 28 percent to US$229 million.

    CEO Kyle Gendreau says the decline was partly related to the increased expenses from expanding the brick-and-mortar retail network which took place in 2017 and the first half of last year, particularly in Europe.

    While its overall financial performance was weak, the company was pleased with its performance in Asia with net sales in the region increasing 4 percent to US$333.1 million during the third quarter. The increase was driven by robust constant-currency net-sales gains in China, Japan and India.

    Looking ahead, the company expects “continued uncertainty in the global outlook for the remainder of this year and into 2020 due to a number of geopolitical and macroeconomic factors, including the ongoing trade negotiations between the US and China, Brexit, economic growth slowing in parts of Europe and the recent events in Hong Kong”.

    Though it has expressed uncertainty in its outlook, the company is determined to continue to invest in the business to position itself for long-term growth and improved profitability while maintaining its focus on controlling costs, managing working capital, generating cash and further strengthening the balance sheet.

    The company plans to improve its financial performance by increasing its brick-and-mortar retail profitability, maintaining tight control on non-advertising administration expenses, and enhancing working capital efficiency.

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  • Strandbags owner invests $8 million in luggage startup

    Strandbags owner invests $8 million in luggage startup

    Direct-to-consumer luggage brand July has received $10.5 million from investors, including $8 million from Strandbags’ owner Michael Lewis, to take on luggage giant Samsonite.

    The online retailer, which opened its first brick-and-mortar store in Melbourne Emporium in August, says it will use some of the capital to launch in Singapore by the end of the year. It also plans to launch in New Zealand in the next six months and further Asia Pacific markets in 2020.

    “We’re not just opening stores [in these markets],” Athan Didaskalou, July’s co-founder, told Inside Retail. “We’re setting up warehousing and local teams.”

    According to Didaskalou, Australian brands that operate in Asian markets remotely are “arrogant”.

    “They think they can do everything from Australia,” he said. “It’s not just about [providing] local delivery and customer service, it’s about understanding the mindset of the country you’re in.”

    The elephant in the room

    The retailer, which currently offers three sizes of a hard-shell suitcase – carry-on, checked and ‘plus’ – is investing the rest of the capital into product development. Didaskalou declined to provide specific details about forthcoming products but said they would “shock” market leader Samsonite when released next March.

    “Samsonite is known for being ‘strong and light’. We’ll be tackling them on that ground,” he said.

    Didaskalou said the company is more focused on taking market share from Samsonite than competing with US-based direct-to-consumer rival Away, which entered the Australian market via a Sydney pop-up earlier this year.

    “Everyone wants to either talk about Away or Horizn Studios,” he said, referring to a Berlin-based brand in the same vein as July and Away, which was valued at more than US$1.4 billion this year.

    “The elephant in the room is the 90 percent market share-holder, which is Samsonite,” he said.

    “They own something between 10 and 15 brands and absolutely dominate the market, especially in Asia Pacific. These are the people we’re going after.”

    July has another trick up its sleeve. The brand has developed a new method of monogramming its suitcases using ultraviolet light, which will enable the retailer to offer new fonts and designs from artists and personalize products at scale. It currently takes about an hour to hand paint each design.

    The new system will launch in three weeks, and Didaskalou anticipates being able to personalize every suitcase it sells in 2020.

    Didaskalou said he and fellow July co-founder Richard Li, who also co-founded online furniture brand Brosa, have received “phenomenal” insights and advice on the luggage business from Felicity McGahan,
    Strandbags’ managing director, and Lewis, its owner.

    “I wouldn’t say it was a formal part of the deal for them to mentor us, it was more that they really know the space and wanted to help support [us],” he said.

    Strandbags currently is undergoing a digital transformation, and July is providing the bricks-and-mortar retailer with feedback on how it could operate better online and what today’s customers want in terms of delivery and e-commerce, according to Didaskalou.

    July is on track to reach $5 million in sales this year, its first full year in business, and working towards profitability. The company is in the process of opening new stores in Melbourne, Sydney and Singapore, and employs 24 people. It will continue to sell its products exclusively through its own channels.

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  • New Tumi retail concept opens at K11 Musea

    New Tumi retail concept opens at K11 Musea

    A new Tumi retail concept was unveiled this week, located in K11 Musea at Kowloon.

    Designed in partnership with Hong Kong-based design house Studio Cassells, the focal point of the store is a custom kinetic wall made from 45 sculptures, each resembling a suitcase inspired by Tumi’s 19 Degree Collection. The traditional storefront window is moved to the back, maximising the visual impact of the feature wall.

    The dynamic wall resembles a canvas with artwork projected onto it, which will change during different artist collaborations, mimicking the concept of an exhibition. A luxurious marble interior highlights products like artworks and is an expression of the evolution of Tumi, showcasing innovation and art together, as shared by Victor Sanz, the brand’s creative director.

    Adam Hershman, GM of Tumi Greater China, APAC distribution and travel retail, describes the new Tumi retail concept as “an amazing story-telling opportunity for us where we get to talk about Tumi’s brand values and combine them with the inspiration of this [mall], which is very much art inspired”.

    The Tumi store features a curated selection of its best collections with products it says represent a fusion of the new generation and the legacy of the brand.

    Hershman told Inside Retail Asia that the Tumi shopper at K11 Musea is looking to be seen exploring uniqueness which can be found through its innovative products.

    To celebrate the new store opening, Tumi collaborated with Hong Kong artist Bao Ho (@simplebao) on an exclusive capsule collection that showcases the store’s art-influenced roots. Characterised by a robot in a signature “Bao blue”, the street art-inspired illustrations inject a fun and dynamic energy into the Tumi x Bao capsule collection.

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  • Strandbags unveils new retail store experience at Chadstone

    Strandbags unveils new retail store experience at Chadstone

    Luggage and handbag retailer Strandbags launched a new concept flagship store in Chadstone Shopping Centre over the weekend – the first step in a new bricks-and-mortar strategy which will see some stores triple in size over the next three to five years.

    With handheld payment devices freeing up staff and digital screens showing video and digital content, the Chadstone flagship store is Strandbags’ effort to deliver a world-class shopping experience.

    Strandbags managing director Felicity McGahan said the store was fitted to be unique and engaging, but also to give customers the freedom to shop for what they want, how they want, when they want.

    “Digitisation is giving the customers complete control. They’re in control of us, they’re savvy,” McGahan said.

    “Sixty-four percent of our customers have already researched online before they walk into our stores. So, how do we create a space that supports that? Where they can come in and really engage with the brand?

    “We’ve got to give them a reason to get off the couch and come in-store, and not let them down when they get in there. Trying to find that balance has been really important.”

    According to McGahan, the Chadstone flagship is the first in a new line of Strandbags stores, underpinning a complete redesign and refresh of the core brand.

    Contrary to many of its peers, this refresh is not part of a turnaround strategy, or an effort to stave off slowing sales – with the business selling a handbag every five seconds, a wallet sold every six seconds, and a suitcase every 12 seconds.

    “There’s a saying: The time to fix the roof is when the sun’s shining,” MacGahan said.

    “It’s not a broken business, and I’ve spent a lot of time understanding what makes it successful. This is about evolution. We’ve got to keep moving, keep changing. Retail is changing, and the experience is very important.”

    The luggage retail market is growing at a rate of five percent year-on-year, according to McGahan, which has enabled the brand to quietly grow its footprint.

    In the last year, Strandbags has up-sized 25 of its stores and is looking to do the same across many more over the next three to five years with the improvements seen in the Chadstone flagship to be rolled out across its store fleet.

    “We see a mega-store opportunity. We see large stores as well, and then obviously core stores as well. Chadstone is just another proof point to say that this is the right strategy,” McGahan said.

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  • Rimowa Elements Hong Kong store relocates

    Rimowa Elements Hong Kong store relocates

    Premium luggage label Rimowa has relocated and reopened its Hong Kong Rimowa Elements store.

    The new 1510sqft Rimowa Elements store features the brand’s latest store design concept and incorporates site-specific details, such as the wood and recycled rubber flooring that allows customers to roll-test their suitcases on a variety of surfaces before purchase.

    In addition to showcasing the brand’s latest luggage collections, the Rimowa Elements store features an in-store client-care center that can process most repairs – such as wheel exchange and handle & lock repair.

    As part of this fresh design, Rimowa Elements is introducing a hot stamping service, inviting customers to personalize their Rimowa leather travel accessories.

    Located in West Kowloon, Elements is one of the top tier shopping malls in Hong Kong, covering more than 1 million sqft of shopping, dining, art, and entertainment.

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  • Tumi set fire to Samsonite’s Asian growth

    Tumi set fire to Samsonite’s Asian growth

    High-performing travel lifestyle Tumi drove Samsonite Asia sales in the first half of this year, compensating for an unusual decline in the core Samsonite brand’s business regionally.

    For the six months to June 30, net sales of the Tumi brand increased by 11.9 per cent in Asia, as the brand continued to make inroads in key markets across the region. Net sales of the Samsonite brand decreased by 1.3 per cent year-on-year, primarily due to challenging trading conditions in China and South Korea, while net sales of the American Tourister brand fell by 3 per cent.

    Samsonite Asia achieved a 4.8 per cent net sales gain in Japan and 9.2 per cent in India. The group continued to experience challenging market conditions in South Korea, where net sales decreased by 8.7 per cent. Excluding net sales in South Korea and B2B sales in China, Samsonite Asia recorded a net sales increase of 4.6 per cent during the first half.

    Globally, Samsonite had a tough half, impacted by increased tariffs on products imported from China and sold in the US and lower tourist traffic. First-half adjusted net income fell 12.8 per cent year on year to $97 million on sales of $1.756 billion, down 5 per cent.

    CEO Kyle Gendreau said the company’s fortunes improved in the second quarter with most markets showing signs of stability.

    In China, wholesale turnover reduced as the group continued to pursue a direct-to-consumer business model through its own stores and online. Net sales in China increased by 5.1 per cent year-on-year, (and by 11.2 per cent excluding B2B) in the second quarter, compared to an 8.3-per-cent decline in the first quarter.

    Gendreau said the global outlook remains uncertain entering the second half of the year, with US-China trade tensions rising, Brexit still unresolved, economic growth slowing in parts of the EU, the recent events in Hong Kong, and a general increase in political volatility and economic uncertainty impacting consumer sentiment worldwide.

    “Considering these ongoing challenges, we will continue to invest in the business to position ourselves for long-term growth while maintaining our focus on controlling costs, managing working capital, generating cash and strengthening the balance sheet.

    “We will continue to diversify our sourcing base and to renegotiate pricing with vendors to address the recent US tariff increases. In addition, we intend to temporarily reduce advertising spend for the second half of the year to help offset the pressure on our profitability caused by current headwinds.”

    The advertising scale back will spare the fast-growing Tumi brand and direct-to-consumer e-commerce initiatives.

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  • Tumi in Hong Kong opens eighth store

    Tumi in Hong Kong opens eighth store

    Tumi in Hong Kong has opened its eighth store – including its airport store – at Times Square.

    The 670sqft space will become the second store in Hong Kong to feature its newly introduced personalisation bar concept.

    The store is celebrating its launch with a special promotion through to August 31 – a complimentary Tumi Monaco gusseted card case with any purchase of HKD4000.

    Meanwhile, Tumi’s global ambassador, Hollywood actor Chris Pratt, was recently in Hong Kong to shoot Fall 2019 Tumi campaign.

    “It’s an incredible place and it makes me want to travel around Asia to experience more of the region. When travelling, it is important to have something that roots me and makes me feel at home. I live out of my Tumi – it allows me to effortlessly move through my journey, and makes me feel at home wherever I go.”

    “It has been a pleasure to work with Chris in all phases of the brand’s regional collaboration,” said Tumi creative director Victor Sanz. “As a longtime Tumi user, Chris has a deep appreciation for the brand and the efforts we take to perfect the journeys of our customers every step of the way.”

  • Yuja Wang shows up in new Rimowa brand campaign

    Yuja Wang shows up in new Rimowa brand campaign

    Rimowa is unveiling a film on renowned pianist Yuja Wang as part of its ‘Never Still’ global integrated campaign.

    Following the launch of last year’s first international integrated brand campaign that marked its 120th anniversary, LVMH-owned Rimowa is continuing its conversation on purposeful travel with three films featuring intimate portraits of well-known friends of the brand. The select cast conveys the belief that mastery is a never-ending journey, and that no one builds a legacy by standing still.

    While the campaign echoes the ethos set forth by Rimowa’s first global brand campaign, this second look focuses on “the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive”.

    Basketball legend LeBron James, artistic director Dior Men’s and fashion designer Kim Jones, and Beijing-born concert pianist Yuja Wang all share an intimate view into their lives on the go, telling how constant challenge drives them toward success. The series is shot across four countries by three different directors who worked closely with each individual icon to put together an emotionally insightful, personal and visually distinct expression of their particular journey.

    The global integrated brand campaign will be featured across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.

    Created in partnership between Anomaly in Berlin and Rimowa’s internal creative team, the campaign will be activated globally with special emphasis on the brand’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.