The Purposeful Journey Continues With RIMOWA's Latest Brand Campaign


Following the launch of last year’s first global integrated brand campaign that marked the brand’s 120th anniversary, today, RIMOWA continues the conversation on purposeful travel with three impactful stories featuring intimate portraits of iconic friends of the brand.

Kim Jones

The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their 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 Chinese pianist prodigy, Yuja Wang all share an intimate view into their lives on the go, and how constant challenge drives them toward success.

Shot across 4 countries by 3 different directors, every director worked closely with each individual icon to create an emotionally insightful, personal and visually distinct expression of their particular journey.

LeBron James

LeBron James’ film is directed by Philippe Tempelman and is a poetically incisive look at the importance of being driven beyond discomfort in order to pursue greatness.

Kim Jones’ film is directed by Jonas and Julien and features a collage of urban scenes and textures, from Japan to India, that celebrate how the places we go are woven into our work.

Yuja Wang’s film is directed by Matt Baron and presents an intimate look at a lifetime performer, probing how the constant upset of being on the go helps her focus on her craft.

Yuja Wang

Launching today with Kim Jones’ film, with LeBron James’ and Yuja Wang’s films following later in June, 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 RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.

RIMOWA Stores in Vietnam:

Sheraton Saigon Hotel, 88 Dong Khoi Street, District 1, HCMC – Tel: 028 3822 5034

Hotel de l’opera, 29 Trang Tien, Hoan Kiem District, Hanoi – Tel:  024 3923 0888