A pop-up in a new place for six months allows us to try a new store concept, a new design. If it works, great, we learn from. If it doesnt work, we also learn from. The new shopping bag is sculptural in its simplicity, with the new monogram displayed on its rivets and embossed under the new logo. As for collaborations, rimowa teamed up with. Fendi for a limited-edition suitcase with a belt, leather handles and the double f logo melded onto the aluminium surface. Also launched last December, the cases came with a price tag of 1,700 and sold out within a week.
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When you buy rimowa its a magic moment. Its got to have a ritual. Rimowas redesigned identity extends to details such as a monogrammed rivet on price tag. Paper accessories such as an owners paper manual and notebooks are embossed with fine parallel lines to mirror the suitcases grooves. Geographic coordinates appear here and there, making oblique reference to meaningful locations for the company, such as the factory where each case was produced. The number of meaningful locations is increasing, as last year saw a slew of new store openings in cities such as Paris, Frankfurt and tokyo. Arnault wants each one to give customers an experience, and he plans to hire in-country architects to design individual stores for different markets. Beyond suitcases, customers in larger cities will discover unique lifestyle products made assignment by local talents especially for the brand. In Paris, for example, the new flagship is selling chocolate bars by patrick roger, available until mid-February. Arnault is also excited about the pop-up concept, having launched the companys first in beverly hills last December, built to look like a luggage conveyor belt and selling products such as fresh juice and travel and design books, as well as aluminium pens by kaweco.
Early this year they unveiled a new visual identity, a collaboration with Munich-based Bureau borsche and essay London-based Commission Studio. The pill-shaped frame and rounded letters of the previous logo have been replaced with an understated design, with a refined sans serif font that encapsulates the timeless and considered nature of the brand, says muelas. The colour blue has disappeared in favour of neutral shades black, white and grey. The team also designed a new monogram inspired by rimowas original from 1898. It features sharpened vertices like the spires of Colognes famous cathedral, intertwined with angular curves that mirror the industrial forms of contemporary rimowa suitcases. Both the logo and monogram appear on a redesigned range of packaging. Once an afterthought, rimowas packaging now aspires to be as pleasing as that of an iPhone. There are dust bags, shopping bags with straps held in place by rivets, and gift boxes for carry-ons. Demonstrating a price tag that slides out of a little folder, muelas says, with every single piece of design, we put a lot of consideration into how it would make people feel.
The family operation has high-profile luggage brands of its own, of course, but when. Louis vuitton started to modernise its suitcase line with lighter and four-wheeled models, rimowas particular set of skills became clear. The new logo for the brand, set in a thin, clean sans serif font that reflects the functional luxury of its luggage. Lvmh bought Rimowa in January 2017, after two years of negotiation, and Arnault was appointed ceo alongside dieter Morszeck. He has been actively shepherding the brand ever since, with collaborations, new stores, a pop-up, and no sign of slowing down. What ive learned from growing up in my family and seeing other ceos is that you have to be involved in the product on every single level, write he says. In June he hired Hector muelas, formerly of Apple and dkny, as Rimowas chief brand officer.
With its immediately recognisable aluminium cases and grooved design, rimowa is a cult brand, the type that bonds owners in a kind of unspoken club. The german company turns 120 this year, but there will be no one special event, says Alexandre Arnault, the new 25-year-old ceo, who finds the idea of a party outdated. Rather, it will be a whole year of celebration, of taking a fresh look at the suitcase brand that pioneered aluminium and polycarbonate, and finding a cool way to remind people who we are. Tall, poised and impeccably dressed, fluent in French, English and German, Arnault is the third child of lvmh ceo bernard Arnault and it was his idea that the luxury goods conglomerate acquire rimowa. He had been using a matte black salsa model since age 17 or 18, when he moved to new York for an internship. My family wasnt too happy when I travelled with it, he recalls. But when they looked at it carefully, they understood the beauty of the product, the craft behind.
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