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RIMOWA's new exhibition in Seoul celebrates a legacy of rethinking travel.
An entire building on Hannam Main Street was reimagined as an exhibition space that guided visitors through RIMOWA’s rich history. Archive pieces from Cologne, Germany, provided insight into the brand’s innovative spirit over the past century, while more recent displays showcased one-of-a-kind collaborations and limited-edition collections.
The exhibition concluded with a close look at RIMOWA’s new brand campaign, which featured Rihanna, LeBron James, Roger Federer, and Patti Smith. Walking down a tunnel decorated with the words of Patti Smith’s poem, guests discovered each icons’ image and anthem video, which shared their personal reflections on travel’s changing role in their lives.
To celebrate the debut of RIMOWA’s first brand showcase in Korea, guests and friends of the brand were invited to an exclusive preview of the exhibition. Three members of the popular boy group Monsta X – Min-hyuk, IAM, and Hyung-won – attended the event, each carrying the new RIMOWA Sling Clutch. Other high-profile guests included WannaOne singer Min-Hyun, actor Jong-Hyup Chae, I.O.I singer Do-Yeon Kim, and IZ*ONE singer Eugene Ahn, who carried a range of contemporary RIMOWA designs, from the RIMOWA Never Still Flap Bag in Cactus Green to the latest pieces from the Personal collection.