Rimowa celebrated the opening of their first-ever Pop-up on the iconic Rodeo Drive in Beverly Hills, Los Angeles. This new concept store is stocked with everything from luggage to luxe travel essentials.
The space was designed by CEO Alexandre Arnault, the 25-year-old son of LVMH Chairman Bernard Arnault, and serves to preview his millennial-focused concept for the brand going forward.
Arnault said, “If you look at our former [retail] concepts, they were very white and very old-fashioned and we want to modernize our stores and make them more — it’s going to sound like every other brand — but more experiential.”
The store which is designed to resemble a (seriously chic) baggage-claim conveyor belt, is anchored around a full range of Rimowa’s fail-safe aluminum cases, as well as third-party-made travel-related gifts such as TSA-friendly skin-care products by Susanne Kaufmann, artisanal chocolates by Patrick Roger, travel-related art books and magazines.
Arnault also shed light on the future of luggage as he sees it, stating that he believes that the industry is headed more towards fashion, tech and ease of use.
To celebrate the opening of the pop-up, Arnault brought in music from Simi & Haze. Dita Von Teese, Pharrell Williams and wife Helen Lasichanh, and Alessandra Ambrosio were among the guest list at the opening party earlier this week.
Rimowa’s Beverly Hills Pop-Up will be open until mid-2018, when the brand’s flagship Los Angeles store, which is currently being remodeled, will unveil a thoroughly modern new look.