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Rimowa Brings Glamour to Luggage in New York

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Just opened, the Rimowa shop in New York’s SoHo shows what is possible as far as making luggage both interesting and desirable is concerned. Rimowa is owned by LVMH and as such, this is a luxury proposition in one of lower Manhattan’s ritizier fashion areas and what makes this one stand out are the windows.

These feature an exploded red metal suitcase and a red neon sign stating, simply, ‘Passport Photos’. Inside, the store is a thing of backlit perimeter displays with each of the brightly-coloured suitcases being displayed in its own niche while the mid-shop has a Corian table, adding to the sense of an upscale proposition. The ‘Passport Photos’ sign in the window is actually an indication that at the back of this shop there is a shiny metal Photo-Me booth where customers can take shots of themselves that can be shared digitally and printed out as hard copies.

Overall, this is another example of taking an intrinsically workaday product category and instilling some glamour into it.

Pics: Rimowa