RIMOWA is known for travel icons. The brand set out to launch its first handbag that carried it's suitcase DNA, aluminium construction the grooves, and the engineered corners, engineered for everyday life.

This project was a labour of love, defining the proposition and the name 'Original Bag', to the global launch that went across TV, OOH, Retail, PR. Casting  cultural tastemakers Central Cee, Liu Wen, IB Kamara and Larissa Hofmann, with a film by Jordan Hemingway and images by Louise and Maria Thornfeldt.

New York Fashion Week became our stage, and we created The Original Bodega by RIMOWA at WSA Café in Lower Manhattan as a pitstop between shows. A countdown ran across site, retail and social, so the reveal landed in culture and in stores.