01 Desember 2021 , by SenayanCity
RESILIENCES IS A GIFT
This holiday season, RIMOWA honours the remarkable capacity to withstand and flourish in even the most unprecedented of circumstances. Titled is a new campaign that features a series of vignettes that showcase aluminium pieces as hardy companions built to withstand a lifetime of movement. Showcased in three individual films, the new campaign pays tribute to the formidable power of resilience as an essential tool in navigating twists and turns. Directed by Elena Petitti Di Roreto, the campaign follows the journeys of a musician with the Original Cabin, a skater with the Classic Cabin, and an art curator with the Personal Aluminium Cross-Body Bag. Featuring Di signature attention to details, light, and compositions, the films capture the ability of exceptionally
engineered pieces to support the demands and ambitions of purposeful lives wherever they may be headed.
Highlighted across the campaign are a selection of iconic grooved aluminium pieces. Since RIMOWA first revealed an aluminium suitcase in 1937, the ultralightweight and resilient material has become synonymous with the German Maison. To this day, 80% of the production of an aluminium suitcase is by hand, with an average of 200 components and around 100 steps to assemble each one. Over the course of its life, an aluminium shell acquires a unique patina, with every dent, scratch and sticker on its surface serving as a visual record of its history. To highlight enduring strength, the campaign features both new and used
Original and Classic suitcases at various stages of their lifelong journey. In addition, it includes portable, daily designs in the same signature grooved aluminium that have recently joined the Personal collection.
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