Luxury luggage maker Rimowa has just unveiled its first-ever concept store in London, marking a major milestone for the brand. Located in the prestigious fashion hub of Old and New Bond Street, this new 220-square-metre space perfectly captures Rimowa’s deep-rooted ties to aviation, both in its design and its history.
The store is more than just a retail space—it’s an immersive experience. Drawing heavy inspiration from the aviation world, the design features a vintage propeller blade and arched aluminium sheets that evoke the sleek contours of early aeroplanes. Inside, the layout mimics the cargo hold of an aircraft, with Rimowa’s signature luggage prominently displayed as if taking centre stage in a plane’s seating arrangement.
But the highlight of the store is undoubtedly the full-scale replica of the ‘Junkers F13’ aeroplane, a nod to Rimowa’s aviation legacy. This aeroplane, first built in 1919, holds historical significance as the world’s first all-metal aircraft, constructed from a revolutionary material called Duralumin. Rimowa’s founder, Richard Morszeck, used this same material to craft the company’s first-ever suitcases, setting a new standard for durable, lightweight luggage. This homage to the brand’s origins connects Rimowa’s pioneering past with its cutting-edge present.
Rimowa’s CEO, Dieter Morszeck, expressed his excitement at finally bringing this flagship to London. “There has been such demand for Rimowa in London that I have wanted to open a flagship on New Bond Street for a long time,” he said. The concept store is a reflection of both the brand’s storied heritage and its modern-day innovation.
In keeping with this spirit of innovation, the launch of the London concept store also coincides with the rollout of Rimowa’s latest technological advancement: the ‘Electronic Tag’ system. This groundbreaking feature allows travellers to check in their luggage remotely using a smartphone, eliminating the need to queue at the airport. With a simple tap, the tag updates, and the bag is ready to be loaded onto the plane. It’s a futuristic step that reflects Rimowa’s dedication to blending tradition with modern convenience.
Beyond its physical space and cutting-edge technology, the opening of the London store positions Rimowa firmly within the luxury sector. Nestled among the high fashion powerhouses on Bond Street, Rimowa continues to elevate its status as not just a luggage manufacturer, but a symbol of refined travel. By creating a space that is both a tribute to its aviation heritage and a showcase for the future of luxury travel, Rimowa cements its place in the global luxury landscape.
