Rimowa embarked on a trip to Sichuan province, a Southwestern hub in China, for its latest Lunar New Year campaign.
In a short film titled “The Dragon Roams Far and Wide, But It Never Leaves Our Minds,” the LVMH Moët Hennessy Louis Vuitton-owned luxury luggage brand documented a family’s journey west, making stops at such scenic locations as The East Gate of Old Chengdu, Dujiangyan’s Anlan Suspension Bridge, the snowy mountains of western Chengdu, and Honghaizi Lake.
The short film, infused with child-like wonder and nostalgia, is directed by Chinese director Song Huang. In the film, Rimowa’s version of the conspicuous dragon was realized subtly in many forms, including winding mountain roads, bouncy handmade noodles, an old man’s Chinese calligraphy strokes.
A man making a calligraphy drawing of the Chinese character for “dragon.”
Various Rimowa products, including backpacks, suitcases, and a limited-edition champagne case, are depicted as a companion “carrying blessings and good wishes.”
A still from Rimowa’s 2024 Lunar New Year short film.
“Our exclusive product launches and campaigns are another way we further strengthen our standing in China,” said Hugues Bonnet-Masimbert, CEO of Rimowa.
“We like the challenge that comes with the creation of limited-edition products and especially enjoy working with local talents to bring it all to life, in a way that blends our and the local culture,” he added.
Last month, Bonnet-Masimbert was in Shanghai to fete the launch of Rimowa’s Seit 1898, an itinerant exhibition that added a stop in Shanghai after its success in other cities. The exhibition included an airport lounge-inspired café.
In an effort to connect with loyal clienteles and expand beyond its well-established first-tier city base, the label has plans to appoint its first global Chinese ambassador very soon.
The luxury luggage maker previously worked with Chinese pop star Jackson Yee on a 2019 campaign to drive e-commerce sales.
“We anticipate things to reach new heights in the coming year, particularly with a global Chinese ambassador joining us in the very near future,” Bonnet-Masimbert said.