In a time where the spirit of wanderlust meets personal evolution, the iconic brand RIMOWA leads the charge in revolutionizing the narrative of travel. Bridging century-old craftsmanship with contemporary narratives, the luxury luggage brand embarks on the next chapter of its transformative journey with the global launch of ‘Never Still 4‘. Nestled in the ethos of this campaign is a modern exploration of personal growth through travel, witnessed through the lives and words of modern icons: Sir Lewis Hamilton, Rosé, and Kylian Mbappé.
Synonymous with premium luggage, RIMOWA has been at the helm of merging innovation and tradition since 1898. The new campaign, unfurled on September 7th, 2023, marks a pivotal moment in the brand’s illustrious history. The ‘Never Still’ series has persistently celebrated personalities who epitomize a ceaseless journey towards personal progress, with travel nestled at the heart of their narratives.
In this vibrant 4th chapter, we are invited to delve into the personal narratives of Formula 1 legend Sir Lewis Hamilton, global music sensation Rosé, and football virtuoso Kylian Mbappé. Each of them brings a fresh, yet profound perspective on the transformative power of travel. Sir Lewis Hamilton, a veteran in traversing global circuits, shares, “I have spent my whole career travelling the world, and those experiences have shaped who I am as both a driver, and a human.” His perspective shines a light on the beauty of continuous learning and personal growth that travel fosters.
Rosé, whose journey encompasses a harmonious blend of music and exploration, reflects on how travel has reshaped her definition of ‘home’. In her words, it is “a collection of memories, experiences and people that provide a sense of belonging.” This sentiment resonates profoundly in a generation that sees home as a fluid concept, ever-expanding and evolving with each journey undertaken.
Kylian Mbappé, known for his game-changing maneuvers both on and off the field, adds another layer to this rich tapestry of narratives, highlighting the transformative encounters that travel facilitates. He notes, “When you travel, you see different types of lives, and you learn a lot. I crossed paths with amazing people that I never thought I would meet in my life.”
Sculpting the auditory experience of this campaign is the legendary composer, Hans Zimmer, who once again collaborates with RIMOWA to create a soundscape that captures the essence of this transformative journey, urging individuals to embrace the beauty and learnings that travel brings.
Anomaly London, the creative powerhouse behind this campaign, crafts a visual odyssey that transcends mere advertisements, venturing into a personal and humane portrayal of these icons. Through a series of four cinematic films, audiences witness the intimate journeys that fuel the passions of these global icons, united by a progressive mindset that seeks personal growth through travel.
Reflecting on this significant milestone, Emelie De Vitis, Senior Vice President Product & Marketing at RIMOWA, emphasizes the brand’s commitment to fostering a new era of travel, one marked by personal evolution and progress, stating,
“This 4th chapter of our Never Still campaign signals an evolution as we look forward to what travel means post-pandemic, as a journey towards progress.”
