Rimowa will publish its first brand book today, printed in collaboration with Assouline.
The luxury luggage firm, a LVMH Moët Hennessy Louis Vuitton subsidiary, will cap off its 120th anniversary year with the book’s release. In the last 12 months, Rimowa has unveiled a new visual identity and its first advertising campaign — as well as collaborations with brands including Off-White, Supreme and Fendi.
“We thought coming in with a book was a really nice way to finish off the anniversary,” said Hector Muelas, Rimowa’s chief brand officer. “Rimowa is a cult brand and our customers have been asking for a reference book to look at old images and designs.”
“Rimowa,” edited by Paris-based journalist Dan Thawley, “focuses on what makes Rimowa iconic, looking at the pillars of design and timelessness,” Muelas said.
He added of the decision to publish with Assouline: “We wanted the brand represented in an objective and qualitative way. We wanted to express our narrative with a physical object that is at the same level of quality and design as our [product].”
The book publisher’s vice president, Alex Assouline, said of its latest tome: “I grew up traveling with Rimowa. To be able to tell their story now is something we really
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