New ideas in old items


Luxury, collectible and luggage aren’t often three words that align. But with an increased desire for travel, new brands might just shake up some staid industries. Two examples from the world of luggage come to mind.

For the last year or so, Rimowa has teamed up with cutting-edge designers like European streetwear brand Off White and skate culture company Supreme to create collectible luggage. No problem spotting that translucent Off White bag coming off the airport conveyor belt.

The buying experience, though, has remained tried and true — until now. Italian brand Crash Baggage is bringing luxury design into the store experience. It created a pop-up space in Shanghai’s Galeries Lafayette, engaging emerging designer Alberto Cailo to push the envelope on its branding of “no-rules travel, handle without care.”

The pop-up store increased awareness and saw higher sales, according to media coverage. It also set new standards for retailers who might have gotten playful with social media but haven’t translated that into the store experience.

Rimowa proves that even some of the most common purchases are ripe for reinvention. Crash proves that the experience and playfulness must extend throughout the shopping journey.


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