A bit of news to fill the void of Roger not being involved at the business end of the US Open here and it's a new sponsor to add the list — Rimowa.
The German suitcase brand has signed five new ambassadors: designer Virgil Albloh, model Adwoa Aboah, jewelry designer Yoon Ahn, chef Nobu Matsuhisa and of course Roger Federer who has a 2-year deal.
I felt it was a very natural fit for me, for both of us. I love the suitcases and the brand—being from Switzerland, I appreciate quality and craftsmanship.
The firm is owned by LVMH (Louis Vuitton Moët Hennessy) and it's the first time Rimowa have run a global advertising campaign. They've recently had a bit of a rebrand and now the goal is to build awareness of the product outside of Europe. For this particular campaign, they've taken a “non-paid print policy,” becoming the first LVMH subbrand to do so. As a result, you won't be seeing them on the back page of your next in-flight magazine. You can see the campaign launch video below:
We selected a group of like-minded travelers that have embarked on ambitious, lifelong journeys, and that happen to be authentic Rimowa customers. Despite the differences between each of those personal stories, there’s a shared belief that mastery is a never-ending process, and that travel is a powerful vehicle to make a mark in the world.
I've just been reading the release and Rimowa insists that the five individuals are not celebrity influencers. Not sure I'm buying that 😆 if that was the case I've just driven 5,000 km across Europe and taken multiple flights this summer, so where was the call?? I can't guarantee I'd part ways with Samsonite but at least try you know.
They also say they asked the new ambassadors to use their own suitcases rather than providing them with new products for the campaign. Again is that true? Roger's case looks like it's never seen a cargo hold or overhead locker in its life but we'll take their word for it.
As you'd expect there's an awful lot of fluff around the campaign such as “as we look to the future with our heritage in mind, we want to celebrate that mission of relentlessly seeking perfection through action. It’s the shared mindset that both Rimowa and its most iconic travelers demonstrate in our pursuits.”
All of which can basically translate into we want to sell a lot more suitcases than we are able to currently 😀 but clearly the aspirational stuff works as we see day in day out with people sharing their perfect lives on Instagram racking up the envious likes.
Anyway enough slating, I do think the video is well put together and quite cinematic. Fed lends himself well to the brand given he's already got Rolex, Jura, Mercedes and Moët & Chandon in the bag which are all targetting similar customers so it does make sense.
The cases look very well made too, but the pricing isn't for everyone. One of the original checked bags is £960. So it really boils down to if you are willing to pay that for something that gets chucked around on the runway. No doubt the case will stand up to rough and tumble, but it's going to pick up dents. I guess some will argue the ‘patina' on a Rimowa is cool and each mark is a travel memory but it'd just annoy me to see a pricey bit of kit come up damaged on the luggage belt.
The other flaw of the aluminum cases is the weight, the checked bag comes in at almost 5kg, so you're giving away 25% of your allowance for the case itself. They do have a polycarbonate line now though which is 50% lighter and comes in around £600.
But other than that, cool product and the most interesting part of the brand is that is that the design came about purely by chance after the factory burned down and the only surviving items were metal. Hence the idea to use aluminium for the cases.
Have any of you guys owned a Rimowa? What do you think of the campaign? Let me know in the comments.