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The Louis Vuitton-owned luggage brand’s first ever global brand campaign in celebration of their 120th anniversary.

RIMOWA has been a relentless innovator in the luggage category for 120 years, and our influential owners share the same mindset. So we decided to make our brand campaign a celebration of this “never still” philosophy - both in the act travel, and in the lifelong pursuit of mastery.


LeBron James

Director: Philippe Tempelman

Production: BWGTBLD GmbH


We told our story through five iconic RIMOWA owners: tennis legend Roger Federer, Louis Vuitton men’s artistic director Virgil Abloh, model Adwoa Aboah, restaurateur Nobu Matsuhisa and Dior men’s jewellery designer Yoon Ahn. And because everyone takes different paths towards mastery, we worked with five different directors to bring each travel story to life in a completely unique way. 

The films launched in cinema and on Instagram TV via our icon’s own channels, as well as through media partnerships relevant to their audiences such as Elle, Complex, and Paper Magazine.

Adwoa Aboah

Director: Jonas Lindstroem

Production: Iconoclast Berlin

Nobu Matsuhisha

Director: Jared Knecht

Production: BWGTBLD GmbH

Virgil Abloh

Director: Dexter Navy

Production: BWGTBLD GmbH

Roger Federer

Director: Karim Huu Do

Production: BWGTBLD GmbH

Yoon Ahn

Director: I AM HERE

Production: Iconoclast Berlin

The films were brought together into a statement that lets the world know what we stand for.