The burgeoning Seongsu district has become something of a hotspot in Seoul as of late. Boasting a scattering of buzzy cafes, aesthetic pop-ups and a string of some of South Korea’s most formidable cult brands, there’s no denying its inimitable It-factor—one that draws in droves of locals and tourists alike. It only makes sense then, that earlier this month, Rimowa chose to host its global launch of its newest seasonal collection at S-Factory, one of the neighbourhood’s favoured spaces for themed activations, music festivals and industry events.
On the evening of 15th April, the space was consequently transformed into a lilting cascade of pastel hues that took its cues from the luxury luggage brand’s latest seasonal colours for its Essential suitcase collection: Mint and Papaya. With each season, the Essential range has often emulated the charm of tropical destinations across the globe, from the yellow canola fields of Tuscany to the dusty washes of the Mojave Desert in California.
As for its latest season? The balmy beachsides of San Francisco, sunset-stricken road trips and the soft, eclectic hues that pepper Miami’s art district took on their roles as the perfect inspiration—for the premium luggage brand’s newest shades of delicate green and radiant orange.
In line with an early launch exclusive to South Korea, the high-octane event at S-Factory in Seoul reaffirmed Rimowa’s position as a premium luggage brand in the region. The chosen locale for the preview event in Seongsu reflected its contemporary essence, centred by a reflective, metallic sculpture that had been ecstatically modelled after the form of a papaya, also doubling up as a prime photo spot for its guests. Upon entrance, its esteemed invitees were also greeted by a visual treat: the towering, spherical room was lined by the latest monochromatic offerings dreamt up in the house’s signature sizes, such as its distinctive Cabin and Trunk Plus options.
As a throng of over 400 regional talents, style savants and selected press from across Asia and Australia filed into the closed-door event, it was undeniably a star-studded fleet that gained traction upon arrival. The celebrity troupe not only included the brand’s famed house ambassadors, Blackpink starlet Rosé and F1 household stalwart Lewis Hamilton, but also some of the biggest names from Asia’s rising film and music industries. Think the likes of EXO’s Baekhyun and Xiumin, Seventeen’s S.Coups and Wonwoo, Thai actor Mile Phakphum, Treasure’s Haruto and Junkyu, and South Korean actor Rowoon. Notably, each spotted arriving to the event with different variations of other polycarbonate styles that have also received the brand’s latest seasonal colour treatment. Like the brand’s array of personals, which now come in an uplifting shade of White Gloss and Mint.
Whilst the trusty personals may have served as the perfect arm candy for the evening, it is Rimowa’s range of alternative accessories and unique embellishments that seamlessly delivers on the full travel experience thoughtfully curated by the brand’s newest seasonal hues. Think packing cubes, wheel sets and luggage tags rendered in the splashy orange hue, and a Miami-themed sticker set to truly cinch the aesthetic in.
Discover Rimowa’s latest seasonal hues here.
