RIMOWA
RIMOWA's iconic grooved aluminum luggage, travel accessories and collaborative campaigns
Featured RIMOWA projects
This week's top RIMOWA projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project RIMOWA · RIMOWA Never Still - Shanghai
For the RIMOWA Never Still - Shanghai campaign, photographer Feng Li documents the intersection of movement and urban architecture. The project, featuring editorial direction by Jojo Qian and casting by Denise Hu, captures models Bai and Ying Ouyang navigating the city’s transit hubs and waterfronts. The imagery leans into a documentary aesthetic, utilizing natural light and an analogue-film look to ground the collection within the city's infrastructure. By pairing the brand's signature ribbed luggage and bags with layered, neutral-toned attire, the campaign emphasizes a functional approach to contemporary travel. The production utilizes dynamic compositions to highlight the travel accessories against the backdrop of Shanghai's urban transit environment.
Project RIMOWA · Rimowa - Never Still - Los Angeles
RIMOWA’s Never Still campaign captures the spirit of mobility in Los Angeles. Photographed by Daniel Arnold with creative direction from Lina Kutsovskaya, the series leans into the intersection of personal transit and functional accessory design. Featuring styling by Camilla Pole, the campaign pairs the brand’s signature grooved leather bags with an aesthetic defined by natural light and urban landscapes. The imagery utilizes a mix of hard light and warm, atmospheric tones to highlight the textures of the travel collection across varied city and roadside environments.
Project RIMOWA · RIMOWA & Museum Ludwig 2026 Campaign
In a sophisticated collision of industrial design and fine art, the latest campaign for the RIMOWA and Museum Ludwig collaboration redefines the intersection of utility and curation. This fashion-forward initiative leans into a refined aesthetic, meticulously stripping away the extraneous to focus on the inherent narrative power of the objects themselves. Photographer Alex Domingo captures the essence of this partnership through a lens of stark, editorial minimalism, ensuring the focus remains squarely on the tactile quality of the materials and the conceptual weight of the journey. The execution utilizes soft, diffused overhead lighting to emphasize the subtle play of light and shadow, particularly in the way the blind-debossed framing elevates the simple paper textures. Director Guillem Cruells orchestrates a visual language that feels both precise and deliberate, grounding the brand identity of RIMOWA within the storied walls of a cultural institution. By favoring a clean, uncluttered frame, the campaign allows the intricate typography to take center stage, effectively communicating a high-concept brand story. The project serves as a compelling masterclass in modern commercial photography, proving that when the visual direction is this focused, the resulting imagery commands attention through sheer composition rather than complexity. It is a seamless integration of minimalist art principles with the premium heritage of travel accessories, resulting in a cohesive visual identity that feels both timeless and distinctly contemporary.
RIMOWA · Terracotta and Clay
RIMOWA’s Terracotta and Clay project is a cinematic campaign exploring themes of travel and motion through an earthy, raw aesthetic. Directed by Otman Qrita, the film follows a journey across diverse terrains, from expansive plains to rugged mountain passes. Cinematography by Dominik Panasiuk anchors the live-action technique with drone footage, emphasising the landscape. The visuals transition between quiet, observational moments of a child in tall grass to high-energy sequences of a motorcycle journey, with styling by Florie Vitse and casting directed by Lucie Tartenson.
Project RIMOWA · RIMOWA X MYKITA
The RIMOWA X MYKITA collaboration marks a significant intersection between high-end luggage heritage and precision-engineered eyewear design. This commercial campaign, captured through the lens of photographer Artem Kononenko, leans into an aesthetic of industrial minimalism that honors the shared DNA of both legacy brands. By utilizing a disciplined studio strobe technique against stark, neutral backgrounds, the imagery strips away extraneous elements to focus exclusively on the architectural integrity of the frames. Model Al Fofana brings a poised, understated presence to these portraits, allowing the technical details of the metallic and matte-textured eyewear to take center stage. The result is a series of clean, symmetrical compositions that highlight the functional elegance inherent in the collection. With an editorial eye for detail, the photography emphasizes the nuanced gradient tints and precise, modern silhouettes that define this partnership. The project eschews over-stylization, opting instead for a pure, focused look that reflects the utilitarian luxury common to both the RIMOWA and MYKITA identities. By maintaining such a strict visual hierarchy, the campaign effectively translates the sophistication of high-fashion eyewear into a cohesive, contemporary narrative, demonstrating how careful framing and deliberate lighting can amplify the impact of design-led objects within the global fashion market.
Project RIMOWA · Rimowa Original Backpack Campaign 2026
For the Rimowa Original Backpack Campaign 2026, photographer Nigel Shafran crafts an intimate visual narrative that redefines luxury as a fluid, functional companion to the everyday. Working alongside fashion editor and stylist Rae Boxer, the campaign elevates the iconic grooved aluminum aesthetic of the brand through a lens of editorial minimalism. By placing the backpack within the frame of a serene, light-filled domestic sanctuary, the imagery suggests a seamless blend of high-end travel gear and personal expression. Set designer Justine Ponthieux grounds the series in a sophisticated, minimalist interior characterized by herringbone floors and classic molding, which provides a stark, elegant contrast to the industrial texture of the signature metallic shell. Featuring model Nicholas Braun, the campaign utilizes a deliberate live-action technique to capture candid, human-centric moments—whether he is finding focus in a quiet workspace, enjoying a solitary breakfast, or integrating the bag into the rhythm of his creative hobbies. Each composition leans into the clarity of natural light to accentuate the tactile quality of the hardware, framing the backpack not merely as a carry-all but as a versatile fixture of modern life. This commercial project successfully bridges the gap between heritage design and contemporary lifestyle, presenting a cohesive vision that feels both aspirational and deeply lived-in, capturing the essence of the fashion and accessories industry with understated confidence.
Project RIMOWA · Brand Identity
The latest brand identity project for RIMOWA serves as a masterclass in luxury minimalism, stripping away the superfluous to reveal the architectural soul of the luggage icon. Executed with the sophisticated precision of Bureau Borsche, this visual campaign leans into a strictly curated palette of high-key whites, light greys, and metallic textures. The imagery relies heavily on the deliberate use of studio strobe lighting, which cuts across the iconic grooved aluminium surfaces to emphasize geometric depth and tactile refinement. By focusing on the interplay between embossed monograms, crisp sans-serif typography, and the industrial materiality of the suitcase handles, the project channels a sense of elevated order that is quintessentially Rimowa. Each frame operates as a study in commercial restraint, favoring a clean, symmetrical composition that elevates everyday collateral—such as owner manuals, shopping bags, and branded stationery—into objects of desire. This approach perfectly aligns with the bags and accessories industry, where the brand’s identity is synonymous with durability and design-forward engineering. The result is a highly controlled, professional aesthetic that feels both modern and timeless. Through this lens, the brand identity does more than present products; it communicates a commitment to precision and understated luxury, ensuring that every touchpoint reflects the brand's heritage of high-end travel performance while maintaining a polished, architectural visual language across all digital and physical assets.
RIMOWA · Troubleshooter
Troubleshooter captures a rugged expedition for RIMOWA, traversing expansive natural landscapes ranging from dense forests to remote waterways. The campaign leans into cinematic storytelling, featuring a man navigating diverse terrains and a seaplane journey, set against the backdrop of an untamed wilderness. The project incorporates moody color grading and atmospheric lighting to build a distinct visual tension. Produced by PI Group with creative oversight from Coffein Düsseldorf, the piece utilizes live-action techniques to emphasize the interplay between adventure and environment.
RIMOWA · Never Still | Jay Chou
RIMOWA’s 'Never Still' campaign features musician and actor Jay Chou in a cinematic exploration of travel and personal reflection. The film follows Chou through a series of contrasting environments, moving from quiet domestic interiors and sunlit fountains to the vibrant, high-energy pace of urban streets. Developed alongside Anomaly London, the project utilizes a live-action technique that balances contemplative, intimate close-ups with dynamic motion. The production is characterized by warm tones and natural light, with post-production work by Stray VFX and Electric Theatre Collective providing a polished, cohesive aesthetic throughout the piece.
RIMOWA · Never Still | LEWIS
RIMOWA explores the intersection of movement and personal growth in the 'Never Still' campaign featuring Lewis Hamilton. The film tracks the athlete through intimate hotel settings and transit environments, documenting the transition between professional demands and personal reflection. Crafted by Anomaly London, the narrative leans into a moody aesthetic, utilising natural light to capture the texture of the aluminium luggage against urban landscapes. The production relies on a cinematic, live-action approach to balance observational portraiture with the kinetic energy of travel.
Project RIMOWA · A synergy of legacy
RIMOWA explores the intersection of heritage design and modern mobility in this 'A synergy of legacy' campaign. Captured by photographer Jonathan Frantini, the project highlights the brand's iconic grooved silhouettes against a backdrop of modernist architecture and textured concrete environments. With fashion styling by Bianca Raggi, the visual narrative utilizes natural light to emphasize both the apparel's knit textures and the durable surfaces of the luggage. Model Bruno Krahl features throughout, grounding the commercial editorial in a clean, lifestyle-oriented aesthetic that underscores the functional elegance of the accessory collection.
Project RIMOWA · Hawaii
This RIMOWA campaign captures the intersection of industrial precision and the rugged, organic landscapes of Hawaii. Photographed by Laura Jane Coulson, the visual narrative balances the brand's signature grooved aluminium luggage against coastal settings, from sun-drenched beaches to lush rainforest foliage. The project leans into a warm, tactile aesthetic, utilizing natural light and analogue film techniques to evoke a nostalgic, adventurous travel narrative. The series features a mix of commercial product placements and editorial portraits, focusing on the interplay between the refined metallic surfaces of the suitcases and the natural textures of tropical wood, damp flora, and coastal rock formations. Through deliberate framing and soft focus, the work centers on the spirit of discovery and the specific environment of the island.
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