For the celebration of RIMOWA’s 125th anniversary, they engaged us to concept, curate and design an immersive traveling exhibition that tells the story of the brand’s heritage and many innovations through display of important products from their extensive archive.

The project aimed to curate a selection of archival products that gave a comprehensive view of the brand’s advancements in the world of travel, while also showcasing the people and places that have made RIMOWA a cultural icon.

It was the goal of the installations to be an environment that built visual worlds around those stories to enhance their understanding.

Lastly, the intention of design was to make a construction that could easily travel to the exhibition three locations and adapt to the differing constraints of each space.

RIMOWA is a global leader in premium luggage, with relevance stemming from its blend of heritage craftsmanship and innovative design, epitomized by its iconic aluminum luggage.

In celebration of Rimowa’s 125th anniversary, RIMOWA wanted to create an experience that allows consumers across the world to discover their roots, commemorate its historical craftsmanship, and learn about the future of mobility.

The idea was to create a touring exhibition combining three main components, the title ‘SEIT 1898’, which references RIMOWA’s archives, the visual identity illustrating how travel artifacts and experiences are remembered, and the exhibition design, reconstructing RIMOWA’s past like an imaginative memory palace.

The target audience is a diverse demographic, including affluent travelers, business executives, frequent flyers, and fashion-conscious individuals. Notable guests invited to Rimowa's launch party include Dr. Woo, Adwoa Aboah, Japanese Breakfast, Moses Sumney, Spike Lee, Martha Stewart, Samantha Ronson, Blackpink’s Rose, and more.

The concept combined the aesthetics and narrative of airport travel with the elegance and awe of museum dioramas to create an experience that took guests on a journey through RIMOWA’s legacy and future.

Airport travel was manifested through graphics, ephemera, signage and soundtrack. The visual identity was inspired by the stickers and tags that are a staple of world travel, combined with the graphic lines that define RIMOWA’s innovative cases.

Guests entered an airport check-in to receive a personalized ticket and travel guide with detailed information for their journey. Classic hanging signs directed visitors through curated chapters of installations, with informative multilingual “announcements” playing on loudspeakers to give further background to the experience.

Once inside the Main Concourse, the brand pillars of heritage, materiality and craftsmanship were highlighted through a series of narrative dioramas using RIMOWA’s iconic materials, colors and technology to highlight the key stories that define their past 125 years.

The project reinforced RIMOWA’s position as a heritage brand, emphasizing it’s longevity and expertise in the luggage industry.

The NY exhibition and opening event gave the brand huge credibility in the Americas and elevated the brand's standards.

NYFW and the launch event was the perfect culturally relevant time to kick off exhibition; the launch event curated the perfect mix of talent, local thought leaders, industry, and creatives.

The exhibits saw highly qualified and highly engaged visitors. Interactive dioramas (sticker wall, time capsule) were incredibly well received and drove engagement.

Social media drove the most traffic – local NYC IG and Tiktok handles, along with paid social advertising.

Exhibition attendance drove many immediate sales as when guests left, they went straight to retail stores to make a RIMOWA purchase.

After hours of activations and events during exhibition effectively drove awareness, traffic, and word of mouth for further traffic.