Luxury German luggage brand Rimowa launched its new campaign-- Ingenieurskunst – which literally translates into The Art of Engineering, to celebrate the brand's know-how in luggage-making that has moved travellers forward through the resilience, lightness and the stability of its carriers.
In this campaign, the brand talks about the functional luxury of German engineering. The story carries a simple premise: that even though the brand's Classic Cabin is made in Germany, it is engineered for wherever your travels may take you, around the world.
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The brand aims to reveal the true poetry of the process, materials, and manufacturing that enable its superior functionality. The story follows a journey around the world, with kinetic installations in various locations giving an ode to Rimowa's signature aluminium, and showcasing German engineering as art.
"The topic of German engineering might be considered dry or technical, but as our head engineer describes, it is more like a symphony," says Rimowa chief marketing officer Emelie De Vitis. "We wanted to show that German engineering – which is at the core of who we are - is truly considered art,"
Made from 6,000 rivets, 180 sheets of anodised aluminium, and shells of the Classic Cabin suitcase, the installations pay homage to the meticulous craftsmanship of the iconic luggage: from the harmony of the raw, chrome, and matte materials used to create the products, to the symphonic relationship between heavy machinery and the delicate handcrafting that has been mastered by Rimowa engineers.
Daft Punk's legendary track Around the World is used as the soundtrack for the film, which features an engineer as a guiding force. Then, in a nod to German heritage, the iconic song is transformed into an orchestral cover by the Cologne-based Gürzenich-Orchester for the reveal of "The Hochzeit" (or wedding in English) for the moment when two Rimowa aluminium shells are joined for the first time.
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