Rimowa opens travel-focused Rodeo Drive pop-up
The pop-up is host to the brand’s full luggage assortment while its permanent Rodeo Drive store undergoes a revitalization. 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.”
Arnault designed the space to feel like a luggage conveyor belt. Suitcases are shown on risers in circular merchandising patterns throughout the shop. The pop-up shop is also offering third-party-made travel-related gifts which include curated travel-size beauty products, pressed juices, tees and pens. It is also selling 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.
Arnault laid out his plans for Rimowa, explaining, “We’re going to try to juggle between keeping [the brand’s] heritage and keeping this craftsmanship level we have… and also adding a bit more fun and excitement and cool stuff to our suitcases to excite younger people.” Earlier this fall, Arnault teased an upcoming collaboration with Virgil Abloh on Instagram but has not commented on the post since.
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.
The Rimowa pop-up will remain open for six months while the permanent store at 313 N. Rodeo Drive is renovated. The pop-up is located at 201A Rodeo Drive in Beverly Hills.
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