Rimowa has been at the forefront of creating lifelong travel partners since 1898. The German Maison furthers its dedication to meaningful travel, uniqueness, and the everlasting tales created by mobility with the launch of its fifth Never Still campaign. Global celebrities Jay Chou, Lewis Hamilton, and Rosé are featured in the most recent ad; each has a unique voice influenced by their individual experiences.
The campaign is more than a celebration of luxury travel; it’s an exploration of how movement transforms us. Jay Chou, the multi-talented Mandopop artist, reflects on the creative fuel travel provides. “Every journey helps me see the world in a new way… I know I’ll come back a little bit wiser,” he shares.
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For Lewis Hamilton, seven-time Formula One World Champion, travel is both privilege and evolution. “It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself,” he says, echoing the spirit of growth that defines the ‘Never Still’ ethos.
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Global superstar Rosé offers a quieter introspection. “Every journey I take leaves a lasting impact… Travelling the world only makes me realise just how much more there is to explore,” she explains, offering a fresh lens on the concept of home and identity.
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Silent witnesses to these tales are Rimowa’s iconic aluminium luggage, each adorned with the dents, stickers, and scuffs of actual travels. Custom stickers, such as Hamilton’s Roscoe logo, Rosé’s homage to her record, and Chou’s tennis theme, give each case more personality and complexity.
The campaign’s cinematic images, which were directed by Daniel Wolfe and Elliott Power and produced in collaboration with the creative firm Anomaly, are based on unadulterated human emotion. The motion and quiet of travel are captured by a global network of photographers, with Johnny Dufort’s candid pictures highlighting authenticity and emotional complexity.
Three of Rimowa’s iconic aluminium suitcases—enduring symbols of travel and transformation – are featured in
the campaign. Each is a celebration of the personal power of movement. They all carry the marks of adventure: subtle dents, worn stickers, and gentle scuffs act as a visual diary –
Personalised Touches, Like Jay Chou’s Tennis Sticker (A Nod To His Favourite Sport)
Rosé’s Tribute To Her New Album
Hamilton’s Roscoe Sticker, Immortalising The Close Bond With His Beloved Bulldog
All of these showcase the rich patina and marks of a life well-travelled.
“Durability and emotion have always been at the core of Rimowa,” says Emelie De Vitis, SVP Product & Marketing. “We’re reminded of how purposeful travel can shape us, inspire us, and stay with us for a lifetime.”
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The campaign continues Rimowa’s journey as a brand and a narrator of life in motion by launching globally across internet, print, and out-of-home media.
