Renowned for engineering iconic travel companions that last a lifetime, RIMOWA continues its exploration into purposeful travel, personal evolution, and the pursuit of progress with the introduction of the fifth chapter of its Never Still campaign.
Featured in this campaign are international superstars Rosé from Blackpink, Jay Chou and F1 racing star Sir Lewis Hamilton, alongside three of RIMOWA’s iconic aluminium suitcases.
Each of the suitcase is a celebration of the personal power of movement and they all carry the marks of adventure like a visual diary in various forms such as subtle dents, worn stickers, and gentle scuffs. They also have personalised touches like Jay Chou’s tennis sticker (a nod to his favourite sport), Rosé’s tribute to her new album, and Sir Lewis Hamilton’s Roscoe sticker — immortalising the close bond with his beloved bulldog.
Directed by Daniel Wolfe and Elliott Power in partnership with creative agency Anomaly, the campaign’s films embrace a cinematic sensibility while remaining grounded in human connection. You can see movements of movement and stillness interwoven together with imagery captured by a global network of photographers and filmmakers to lend a quiet intimacy and sense of place.
Each of the three icons are also featured in a pair of bespoke short clips that give a more personal lens on their journeys.
The first provides a behind-the-scenes look at the making of the campaign while the second delves into their individual suitcase sticker collections which showcase the places they’ve been, ideas that they were drawn to, and the passions that continue to shape them.
Together, they reveal a more intimate portrait of each person, offering you a deeper connection beyond what you might already know about them.
