**Rimowa’s Emelie de Vitis on its Exhibition ‘Seit 1898’ and Latest ‘Never Still’ Campaign**
In a wide-ranging interview with FashionNetwork.com, Rimowa’s chief marketing officer Emelie de Vitis discussed the brand’s latest initiatives, including its ‘Seit 1898’ exhibition and ‘Never Still’ campaign.
**’Seit 1898′ Exhibition**
The ‘Seit 1898′ exhibition, which opened in Cologne, Germany, in September 2023, celebrates Rimowa’s 125-year history. The exhibition features a curated selection of the brand’s most iconic suitcases, as well as rare and unseen pieces from its archives.
De Vitis explained that the exhibition was conceived as a way to tell the story of Rimowa’s heritage and craftsmanship. “We wanted to create an immersive experience that would allow visitors to learn about our brand’s DNA and see firsthand the quality and innovation that has gone into our products for over a century,” she said.
The exhibition has been a critical and commercial success, attracting over 100,000 visitors since its opening. De Vitis said that the exhibition has helped to raise Rimowa’s profile and strengthen its brand identity.
**’Never Still’ Campaign**
The ‘Never Still’ campaign, which launched in March 2023, is Rimowa’s latest global marketing campaign. The campaign celebrates the spirit of travel and exploration, and features a diverse cast of characters who embody the brand’s values.
De Vitis said that the ‘Never Still’ campaign was inspired by the idea that travel is a transformative experience that can change people’s lives. “We wanted to create a campaign that would inspire people to embrace their own journeys and never stop exploring,” she said.
The campaign has been well-received by consumers and industry experts alike. It has won several awards, including the Grand Prix at the Cannes Lions International Festival of Creativity.
**Looking Ahead**
De Vitis said that Rimowa is focused on continuing to grow its business in the coming years. The brand plans to open new stores in key markets around the world and expand its product range with new and innovative products.
De Vitis also said that Rimowa is committed to sustainability. The brand has launched a number of initiatives to reduce its environmental impact, including using recycled materials in its products and packaging.
“We believe that sustainability is essential for the future of our business and our planet,” said de Vitis. “We are committed to doing our part to create a more sustainable future.”.
