As it cel­e­brates its 120th an­niver­sary, lead­ing lug­gage brand Ri­mowa pays trib­ute to those who pur­sue pur­pose­ful travel

Philippine Tatler - - CONTENTS -

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

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