Rimowa: Spiky Bloom Campaign | StudioXAG

Challenge

RIMOWA partnered with us to design a striking window campaign to showcase their new Verde and Granada colour collection that drew inspiration from Mexico’s rich palette.

We were tasked with translating Mexico’s vibrant spirit through a fresh visual language that felt contemporary and artful, whilst being rooted in Mexican culture and codes of design.

The rollout needed to span their global flagship stores across Tokyo, Berlin, New York and beyond. The design also had to reflect RIMOWA’s heritage of precision engineering, adapt seamlessly to a variety of window sizes across global markets and be developed for efficient production at scale.

Insight

Our team began by exploring the rich tapestry of Mexican design, from the dramatic geometry of modern architecture to the vivid colour palettes found in historic facades and natural landscapes.

We researched typical design codes of Mexican architecture, reviewing sculptural buildings and the interplay of light and shadow that define the country’s contemporary environments. Recognising the cactus as a symbol synonymous with Mexico, we sought to honour its cultural resonance without obvious literalism. In parallel, we researched artistic interpretations of organic forms and discovered Zemer Peled’s monumental ceramic works, whose fluid, layered blossoms translate natural growth into powerful sculptural art.

These references crystallised into a vision for our window campaign, to distill the essence of the cactus into modular, engineered blooms that marry Mexico’s vibrant heritage with RIMOWA’s precision craftsmanship.

Solution

Our solution hinged on a family of “spiky blooms” cast in cast-rubber shells over lightweight foam cores, achieving a soft-touch finish that remains precise and engineered. Each bloom set, available in five-unit and three-unit clusters, slot effortlessly into a precision-cut base, mirroring the craftmanship found in RIMOWA’s luggage.

By offering eight standard configuration templates, we empowered local markets to mix and match elements to fit any window bay, whether expansive or intimate.

To ensure the vivid Guava and Agave hues could stand out, we paired the sculptures with a minimal slatted beige backdrop, chosen for its gallery-like neutrality. Suitcases and accessories were artfully staggered off-center, echoing the compositional sensibilities of a curated exhibition.

This modular window campaign elevated RIMOWA’s Guava & Agave launch to deliver a memorable brand experience across their global flagships.