Renowned for its legendary aluminum suitcase, the luxury luggage brand celebrates its 125th anniversary in 2023. An opportunity to return to a unique identity, between a heightened art of German engineering and a highly innovative creative anchor.
“A mixture of industrial and artisan” is how Hugues Bonnet-Masimbert, at the helm of Rimowa since 2021, defines the fibers of the home of the LVMH Group. Every signed Rimowa piece prides itself on German excellence resulting from decades of innovation and individual manufacturing where handcraft reigns supreme. A lengthy process where requirements are pushed to a head in order to keep the promise of reliability that can no longer be proven today.
An era conducive to creation
The epidemic, during which the Kowloon factories were closed, was at the same time for Rimowa a springboard for its creativity. The Maison has reinvented itself through its products and collaborations while emphasizing its role in the world of art and design.
As evidenced by his recent collaboration with an NFT pioneer, RTFKT, Rimowa likes to get rid of conventions to let go of complete freedom. A union born of 888 bags with a futuristic spirit that exists in the world of WEB3 as interesting as it is on dry land. A way for Rimowa, who sees each of their co-creations as an alliance of skills, to attest to their intellectual openness.
Baggage for life
Since 2020, Rimowa has greatly expanded its range towards everyday items – backpacks, handbags, and accessories – as well as functional models such as the popular game case, attached poker, Or one for transporting bottles bottle tray. An “obsession with function” which translates in each piece into an “aesthetic defined by profound utility” defines Hugues Bonnet-Masimbert.
Rimowa now promises to fix all of his belongings for life. A guarantee of complete confidence in the quality of its products which, for the CEO, constitutes “the most responsible promise we have to make as a brand”. A commitment to sustainability that resonates with the original use of recyclable and upcycled materials.
Rimowa, the pillar of design
This year was marked by the traveling exhibition as you see it that made travel the work of emerging artists whose canvases were the iconic grooved aluminium. A global event to celebrate above all creativity in all its diversity, Hugues Bonnet-Masimbert asserts “an aspect of Rimowa is now far from antithetical to the German industrial DNA”.
In 2023, the first edition of Rimowa Design Award, a competition for young designers demonstrating Rimowa’s commitment to the German scene and establishing the brand as a major player in design. For Hugues Bonnet-Masimbert, “This award is the little extra spirit of the house that should inspire and inspire.”