Challenge

More than a suitcase, Rimowa is defined by its precision, craftsmanship, and contemporary artistry. The challenge was to translate these qualities into a sculptural installation that resonated with the brand’s identity while engaging audiences on a deeper sensory level.

The goal was to craft a concept that reflected Rimowa’s German heritage, design philosophy, and connection to purposeful travel. The installation needed to seamlessly integrate into global flagship locations while creating a striking visual and tactile experience that transformed perception of the brand.

At the heart of the challenge was a question: What does it mean to experience a Rimowa piece?

Insight

Through an exploration of Rimowa’s identity, we looked at how the grooves could be more than a recognisable design detail. Inspired by the works of Claes Oldenburg and the ability of art to reshape how we see the world, we imagined the sound it makes to run your fingers across the grooves of a Rimowa suitcase.

The German glockenspiel became a key reference. Its steel bars, mounted on metal rudders, vibrate freely to create sound when struck, much like the way Rimowa’s grooves respond to touch. This concept of movement, rhythm, and resonance became the foundation for the design.

We needed to craft a narrative that not only celebrated Rimowa’s precision and craftsmanship but also visualised the intangible, the sound of touch.

Solution

The final concept transformed Rimowa’s grooves into a dynamic installation that captures the rhythm of travel.

The keys were positioned at the top of the window and the structure acted as both a striking sculptural element and a functional display, allowing the suitcases to remain the focal point.

Each element was designed for scalability, with all keys across prime locations kept to the same dimensions for efficiency in production. A modular system ensured adaptability across different store layouts while maintaining the impact of the display.

A 360-degree open-back design allowed customers to engage with the installation from both inside and outside the store, enhancing visibility and accessibility.

Results

The final installation brought the rhythmic grooves of Rimowa to stores globally leaving a lasting impression on customers and passersby.

A New Dimension for Rimowa: The project reinforced the brand’s identity through a seamless fusion of craftsmanship, sound, and movement.

Engaging and Experiential: A window display that transformed the everyday act of travel into an artistic, rhythmic spectacle.

Scalability and Impact: A modular design that maintained consistency across multiple global flagship locations while offering a unique and dynamic in-store experience.

We turned Rimowa’s grooves into something that could be felt, heard, and seen, an evolution of craftsmanship into contemporary artistry.