Rimowa’s identity is a tradition of craftsmanship and robustness, from their meticulous sense of detail to the skillful use of aluminum. These qualities and know-how serve as anchors for further development of the brand. In 2018, about a year after LVMH acquired Rimowa, Unknown Untitled was tasked with exploring the future of the iconic suitcases. The objective was to establish a harmonious balance between innovation and heritage.
We first studied the brand’s values to determine design principles, which we regrouped in an illustrated booklet. The design was guided by core values, including "legacy," reflecting Rimowa's rich heritage of craft and luxury. A "true to material" principle emphasized the inherent qualities of the chosen materials. "Utilitarian design" ensured both reliability and customization, grounding every design choice in functionality. "Search for essence" led to a design of authentic and lasting beauty.
The existing luggage collection is structured around the "Original" model, crafted from pressed and folded aluminum and featuring plastic handles. The "Classic" offers a more traditional aesthetic, distinguished by leather handles and a refined silhouette. In contrast, the "Essential" presents a contemporary interpretation, utilizing plastic for enhanced flexibility and reduced weight while retaining the brand's signature design elements.
The "Original" is reborn as "Airplane." This evolution emphasizes Rimowa's original inspiration: the sinusoidal sheet metal fuselage of the world's first all-metal aircraft. Countersunk rivets adorn the frame's surface, while retractable handles evoke those found on aviation catering trolleys. The shells are deep-drawn aluminum sheets, reducing assembly and providing a sleek surface.
All components are integrated flush with the suitcase shell to achieve a seamless aesthetic. Except for the reinforced bumper rivets, functional elements such as the locking mechanism and telescopic handle are fully recessed within the suitcase profile.
The studio's approach to the "Classic" is characterized by understated elegance. The interplay of leather and metal is accentuated through redesigned supple handles and the addition of a discreet leather compartment gracing the front.
Both models showcase enhanced functionality, with rivets repurposed as press studs or sliding fasteners. The original plane icon used on the rivet is reinterpreted to offer a playful narrative on the wheels.
The plastic suitcase, now called "Superframe," epitomizes streamlined design. Functional components are seamlessly combined into one single part, the plastic frame, eliminating parts such as wheel supports, handle attachments, and lock bodies. This minimalist approach leverages the inherent properties of plastic : a robust frame provides structural integrity, while a thermoformed shell imparts lightness and flexibility.
Credits: Art direction by Unknown Untitled and Vitaly Grossmann. CGI by Vitaly Grossmann.
