Rimowa opens first experiential store in NYC flagship

The LVMH-owned travel brand is opening a store in Soho featuring a "passport studio", promising customers luxurious passport photos. The store is designed in partnership with architecture firms MA-MA and Mass Studio.

The studio fits into Rimowa's location-based retail strategy, where locations offer city-specific merchandise like stickers designed for each store. The brand will put up wild posting advertisements around the neighbourhood, as well as target places like metro station boards.

Given the international foot traffic Soho receives, the space will act as a global testing grounds for the experiential offering. The brand hopes the passport station will make people stay even longer, especially to see new products and understand its shift from identifying as a "travel" brand to what it calls a "mobility" brand with a recent expansion into soft, everyday-use products like backpacks and purses, a driver for bringing in aspirational buyers who aren't quite ready to purchase expensive luggage.

SPOTLIGHT: THE RIMOWA PASSPORT STUDIO IN SOHO, NYC

Rimowa opens first experiential store in NYC flagship