— PROJECT NAME
RIMOWA.com
Experience Redesign
— ROLE
Copy Director
@ R/GA London
— DATE
July 2018
RIMOWA was founded in Germany 120 years ago. Their distinctive ‘grooved’ luggage, in aluminium and polycarbonate, is recognised across the globe as a signature mark of luxury. In 2018 they were working through a major rebrand, meaning a rethink of the RIMOWA retail experience online.
I worked with a team of Visual Designers and Experience Designers to create a new responsive web platform. It gave an end-to-end customer experience by telling two essential stories: the bigger picture of the brand’s enduring heritage – and the finer details of its handcrafted products.
The perfect suitcase, 120 years in the making
RIMOWA’s history is fascinating and it’s a huge part of their luxury appeal. I sprinkled their brand story across their new site but it really came to life in the Heritage section, where we captured over a century of craftsmanship in one compelling, multi-layered timeline.
Precision detail for the purposeful traveller
Our project followed one clear strategy. Don’t inspire wanderlust; instead, serve the people who know exactly where they’re going and what they’re going to do.
RIMOWA suitcases are all about the finer details that get the job done. From the patented multi-wheel system to the cylindrical TSA locks, my copy told a story of manufacturing excellence, from the homepage right through to the checkout.
Watch a whistle-stop tour of the revamped RIMOWA.com store, featuring my product and UX copy.