LONDON — Luxury luggage manufacturer Rimowa is revisiting its German roots with its latest campaign.

The one-minute short film is directed by creative duo Maik Schuster and Max Paschke, who go by the name of I Am Here and who’ve previously collaborated with the likes of Nike and Adidas.

The campaign is centered across the German word “ingenieurskunst” which translates to “the art of engineering” — the video is a 360-degree tour of the world of Rimowa with kinetic installations placed in various locations, from a studio to an airport. 

Daft Punk’s track “Across the World” sets the scene with Gürzenich Orchestra Cologne taking up in an orchestral cover. 

“We had it really planned out at first of the yr, because this was going to be the primary time that the song was used for industrial purposes,” said Emelie De Vitis, chief marketing officer at Rimowa, who needed to get it approved by the French electronic music duo.

De Vitis desired to add a component of “poetry” to the campaign, deciding on the 2 parts of the aluminum shell coming together above the ocean, which in technical terms is often called a wedding.

Rimowa has turn into renowned for its collaborations with other brands, but on this particular campaign, De Vitis desired to shift the main target back to the product with none distractions because the brand gets able to have a good time its a hundred and twenty fifth anniversary next yr.

“People know the brand, but they don’t necessarily realize it’s German,” said De Vitis, adding that since July 25 Rimowa has implemented a lifetime guarantee to its customers as a part of its sustainable initiatives.

“We’re all the time attempting to improve the recycling rates of our polycarbonate suitcases, we’ve began to make use of the leftover shells in hidden parts of the suitcases,” explained De Vitis.

The rise of revenge travel for Rimowa has resulted within the stores “being taken by storm” despite their Chinese market not traveling as much. 

The disruption in travel has meant that the brand has needed to restrategize by catering more fastidiously to its local clientele. 

“We’re outperforming our 2019 [sales] without the Chinese traveling. It’s a really strong sign and makes us very optimistic for the longer term when China hopefully opens as much as travel,” said De Vitis.

Rimowa is currently on a collaboration pause. “Everyone knows there’s a fatigue around collaboration, so we have to be more clever,” revealed De Vitis, who hinted at a partnership with a “German connection” coming soon.

Moving forward, De Vitis wants to start out spotlighting area of interest brands for a component of surprise after working with global brands prior to now.