As it celebrates its 120th anniversary, leading luggage brand Rimowa pays tribute to those who pursue purposeful travel
In celebration of its 120th anniversary, Rimowa honours the icons of purposeful travel
Throughout the ages, many people have come to realise that travel is not just a pleasurable pursuit or a necessary part of business, but also something that broadens their personal horizons, opening their eyes to the possibilities that can be explored in the world around them. They move through the world with a purpose: perhaps to help those in need; perhaps to prove a point; even, perhaps, a way of cementing their legacies in their chosen fields.
These have helped inspire the craftsmen behind the renowned luggage maker Rimowa throughout the brand’s 120-year-long history. As its way of celebrating these ambitious journeys and the brand’s identity as the companion of choice for such purposeful travels, Rimowa recently launched its first-ever integrated global campaign which features the travels of five international icons from various industries. Each one appears in a short film that serves as an emotionally insightful and visually distinct expression of their personal journeys.
According to Rimowa CEO Alexandre Arnaut, these five icons were specifically chosen for the wealth of experiences they gained through travel, which they can now share with the world through the campaign. This illustrious roster of titans includes legendary tennis champion Roger Federer and model-activist Adwoa Aboah.
“We’re proud to be doing [this campaign] with Roger Federer, a cultural icon whose lifelong commitment to the mastery of his craft, his relentless drive to always move forward and to achieve, makes him the ideal ambassador for Rimowa,” says Arnaut. “[And] Adwoa Aboah’s passion for travel, independence, self-discovery, along with her ability to incorporate her diverse experiences into her own work, makes her a perfect cultural icon for [our] first global campaign.”
Directed by the award-winning Swiss filmmaker Karim Huu Do, Federer’s film was shot in Lausanne, Switzerland, and is a throwback to the athlete’s beginnings. As Federer himself puts it, “Travel has impacted my life in a positive way: over the years I’ve learnt so much from it.” Indeed, the 20-time grand slam winner credits his journeys for helping him develop the values that have made
According to Rimowa CEO Alexandre Arnaut, these icons were specifically chosen for the wealth of experiences they gained through travel
him a winner. “To be organised, to be on time, to leave and arrive at the right times, to think ahead, and to anticipate like a tennis player.”
Federer’s lifelong journey of constant movement mirrors Rimowa’s own unceasing drive towards innovation and adherence to the highest possible quality standards. “Honestly, it is a great honour,” he says of having been selected as one of the campaign icons. “It is a wonderful brand, one I feel such a strong connection to through my travels as a tennis player...and, of course, I love it!”
For Aboah, on the other hand, the personal connection to the brand is a bit stronger: a Rimowa suitcase was the first piece of luggage she bought for herself at the very beginning of her career. Travel has certainly served as an educative process for the British model.
“Travelling is such a massive element of my job,” Aboah says of her experiences. “A part of it is all the amazing people I get to meet and all the wonderful experiences I’m able to have because I’m somewhere different.”
German-born director Jonas Lindstroem takes viewers on a journey through London, Aboah’s hometown, capturing her progression from the family home, to the world’s catwalks, and to her current role as a spokesperson and advocate for mental health. The film captures a young woman’s journey into self-realisation and independence in a rapidly changing world —and it is a journey where she also lays down the foundations for her own legacy.
Federer and Aboah’s films are woven together with those of fashion designer Virgil Abloh, renowned chef Nobu Matsuhisa, and jewellery designer Yoon Ahn into a single anthemic piece that perfectly captures Rimowa’s legacy in the industry. It’s a film that drives home a basic truth: no one masters anything by standing still; one has to go on a constant journey to keep getting better.
(From top left) Adwoa Aboah gets ready to travel; The traveller’s companion; (inset) Tennis legend Roger Federer; (opposite) Rimowa is the companion of choice for many travellers legendary and iconic