Situated in the culture hub of Soho, New York, an 800-square-foot monochromatic store draws its design inspiration not only from its industrial surroundings, but from the trademark suitcases of its occupant, German luxury suitcase brand Rimowa.
Crafted in collaboration by design studio MA-MA and design collective Mass Studio, the store’s elements take on a sleek, industrial look with materials such as polycarbonate and aluminum, which match Rimowa’s suitcases.
Additionally, the outlet features custom-designed transformable elements to allow for a completely unique in-store experience. One such piece is is the primary display table, a 12.5-foot long Corian stone piece which can be divided into two and pivoted to suit the space’s different needs, allowing the store’s circulation to flow with it.
Along the walls are horizontal movable shelves, adapting to constantly evolving merchandise. Standing back and viewing the wall, shelves, and merchandise as a single unit, the sight to behold is reminiscent of the brand’s archetypal vertically grooved aluminum suitcases which sit right on the shelves in front of you.
As travel begins to open back up, Rimowa foresees the need for many to renew their passports, positioning the Rimowa Passport Studio at a central point of the space. Described as an “elevated environment to renew your passport photo” and a “welcome change from the standard passport photoshoot at a drug or convenience store,” the booth incorporates more comfortable seating and better lighting for users to capture their new passport photo.
Rimowa’s chief marketing officer, Emelie De Vities, tells Travel + Leisure, “Our teams came up with a reimagined passport photo experience that is more premium and convenient than what’s currently offered, which is often seen as a pain point in the travel journey.”
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