Luxury travel maison RIMOWA’s latest campaign celebrates German engineering with artful pictures that feature the Classic Cabins shot around the globe.
Travel is back in full swing everywhere. The season-specific apparel you’ve kept hidden at the back of your closet is finally moving towards your heavy rotation again, suitcases and luggages finally stepping out of musty store rooms for some fresh air.
All of a sudden our world feels bigger, distance is no longer a concept, and it is apparent again that the simplest of joys are what truly fill people up with a real, deep, happiness. This return to the bare-bones of a fulfilling existence also seems to have occurred at RIMOWA, who has a new campaign titled Ingenieurskunst, that explores this in a rather grand, worldly manner.
A word that only exists in German and literally translates into “The Art of Engineering”, this new campaign nudges us to view what makes the brand tick in a softer, more romantic light. Made from 6000 rivets, 180 sheets of anodized aluminium, and shells of the Classic Cabin suitcase, the kinetic installations pay homage to the meticulous craftsmanship of the iconic luggage; from the harmony of the raw, chrome, and matte materials used to create the products, to the symphonic relationship between heavy machinery and the delicate handcrafting that has been mastered by the RIMOWA’s engineers.
Created in collaboration with creative agency Anomaly Berlin, the campaign was directed by I AM HERE and shot around the globe. Set to travel to various locations in, the campaign will also be accompanied by an immersive AR experience that invites audiences to interact and be a part of the engineering process of the iconic suitcase.
“The topic of German engineering might be considered dry or technical” says Emelie De Vitis, Chief Marketing Officer at RIMOWA. “But as our head engineer describes, ‘it is more like a symphony’. We wanted to show that German engineering – which is at the core of who we are – is truly considered art at RIMOWA.”
In the campaign film, Daft Punk’s legendary track ‘Around the World’ plays in the background, morphing into an orchestral cover by the Cologne-based Gürzenich-Orchester later on for the reveal of “The Hochzeit,” or ‘wedding’ in English – what the Maison’s engineers call the moment when two RIMOWA aluminium shells are joined for the first time. Focusing more on the process than the end result has never proved more important than in this moment.
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