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VM choice: Rimowa takes to the skies

The current window of the Rimowa’s store in Hong Kong reflects the ‘Rimowa in the Air’ marketing campaign. The corrugated aluminum-covered inter-war plane is a replica Junkers F13, which the company recently commissioned. The German corrugated-aluminum luggage brand is currently sponsoring a Junkers Ju52, which is touring Germany before travelling to the UK, the Faroes, Iceland, Greenland, Canada and then the US.

The striking window shows a giant-scale line drawing of an F13 plane on a folded chart-like ground, with a metal skeleton model suspended from the ceiling in the top right side of the window, as though it is about to fly out of sight. In the foreground, nicely balancing the ‘plane image and the model, a collection of gold-tinted suitcases from the polycarbonate range is lined up on the dark slate floor.

The model plane is very neatly executed in metal and a little neatly-applied solder, following the skeleton of the plane as its inspiration, and elegantly suspended on fishing line.

Rimowa’s replica  of the Junkers F1 -, the world’s first all-metal commercial aircraft, operational from 1919 - was created after 3D scanning of an original plane in a French museum, as plans for it no longer exist. The original flew as an airliner in Germany, France, Italy, Japan, and the UK, and epitomized the new luxury of air travel, finishing its career in 1938. Constructed from a ribbed aluminum composite, similar to that from which the luggage range is constructed, gives the plane the appearance of a flying suitcase to our contemporary eyes. It is unsurprising to learn that Rimowa’s CEO is a keen pilot.

The replica was launched with a party themed to celebrate the exclusive early days of passenger air travel. It will be interesting to see how this new promotional tool is employed in Rimowa’s marketing and VM campaigns in the future.

Images: Alvin Yeung, YMK Design, and Rimowa.