In celebration of Rimowa’s 120th anniversary comes a first in a global integrated campaign with strong storytelling and cinematic sensibility, led by a select cast of renowned global culture icons, all of whom are long-time Rimowa owners and advocates.

The campaign is not only a celebratory declaration of Rimowa’s ethos and its role as the resilient companion for a lifetime of purposeful journeys, it also marks the beginning of an exclusive partnership between Federer and Rimowa, expanding over the next two years through various projects.



20-time Grand Slam winner Roger Federer leads the pack in this global integrated campaign, which was shot in three continents by five different directors, each working closely with each cultural icon to create an emotionally insightful and visually distinct expression of their personal journey with Rimowa. The five films have ultimately been combined into an anthem film, complementing the campaign shot by photography Brett Lloyd.

For Federer, his episode was directed by Karim Huu Do, in which the tennis player spoke of a real-life childhood conversation he had with his father during his very first trip to Zurich. The campaign also marks the beginning of an exclusive partnership with Rimowa that will extend to various projects over the next two years.



Directed by Dexter Navy, Artistic Director of Louis Vuitton Menswear and Off-White Founder and Creative Director, Virgil Abloh’s icon film was shot in New York City, which Virgil refers to as “a metaphor for a melting pot,” and portrays the meaning of creativity and what it means to be inspired through travel.

As a designer, creativity and inspiration are integral to Virgil’s life and career – which would not be possible without travel. Through what he refers to as “manufactured vignettes” of his day to day routine and travel, Virgil’s icon film exhibits what we gain as individuals with the power to create, by seeing the world and being receptive to the inspiration that comes from new places, people, and cultures.

Similar to RIMOWA’s unwillingness to stand still, Virgil’s legacy has been built upon a collection of experiences across the globe that inspire him to continuously progress and innovate, including the design for the one-of-a-kind Rimowa x Off-White premium luggage launched earlier this year.



Shot in Hakone, Japan, a small town outside of Tokyo, by Jared Knect, celebrity chef Nobu Matsuhisa’s life journey was told through a Japanese folktale, in which Matsuhisa is seen with his grandchildren, instilling within them the notion to look beyond your own provincial boundaries and to experience what the world has to offer.

Travelling around the world experiencing different cultures and cuisine has inspired Matsuhisa to live his dream and exercise his passion for cooking, and his episode highlights his curious nature to travel for his work with his “travel partner,” his Rimowa suitcase, which caters to his intrinsic need to explore and create beyond his own backyard that is parallel with the notion that you cannot build a legacy by standing still.


Rimowa’s 120 Years of Purposeful Travel global integrated campaign also features model, spokesperson and activist Adwoa Aboah, directed by Jonas Lindstroem, with a powerful metaphor of how she overcame depression by pushing herself to travel; and Dior men’s jewellery designer and founder and creative director of AMBUSH, Yoon Ahn, directed by I AM HERE, documenting her antagonistic sources of inspiration with quotes from her private travel diary.

written by.

Subscribe to the magazine

Subscribe Now
Never miss an update

Subscribe to our newsletter to get the latest updates.

No Thanks
You’re all set

Thank you for your subscription.