Rimowa Explores China’s Southwestern Hub of Sichuan With Lunar New Year Campaign

Rimowa embarked on a trip to Sichuan province, a Southwestern hub in China, for its latest Lunar New Year campaign.

In a short film titled “The Dragon Roams Far and Wide, But It Never Leaves Our Minds,” the LVMH Moët Hennessy Louis Vuitton-owned luxury luggage brand documented a family’s journey west, making stops at such scenic locations as The East Gate of Old Chengdu, Dujiangyan’s Anlan Suspension Bridge, the snowy mountains of western Chengdu, and Honghaizi Lake.

The short film, infused with child-like wonder and nostalgia, is directed by Chinese director Song Huang. In the film, Rimowa’s version of the conspicuous dragon was realized subtly in many forms, including winding mountain roads, bouncy handmade noodles, an old man’s Chinese calligraphy strokes.

Various Rimowa products, including backpacks, suitcases, and a limited-edition champagne case, are depicted as a companion “carrying blessings and good wishes.”

“Our exclusive product launches and campaigns are another way we further strengthen our standing in China,” said Hugues Bonnet-Masimbert, CEO of Rimowa.

“We like the challenge that comes with the creation of limited-edition products and especially enjoy working with local talents to bring it all to life, in a way that blends our and the local culture,” he added.