Company:
RIMOWA
Year:
2024
Duration:
Two weeks
Overview
For Rimowa's expansion into the digital realm, we conceptualized an immersive Vision Pro experience that aligns with the brand's luxury travel ethos. I led the creative direction, concept development, and visual narrative imagining a future where technology dissolves into experience, and spatial design becomes a medium for emotional connection, not just interaction - while always highlighting the craftsmanship.
Visual Exection
Created a design system using bold negative space, sleek typography, and crisp, minimal UI patterns. Hero animations featured luggage in dreamlike motion floating against clean monochrome backdrops with city taglines and ambient sound cues.
Creative Strategy
The strategy focused on translating Rimowa's physical craftsmanship into a virtual environment, offering users a premium, interactive experience.
Built around the tension between utility and luxury. Explored motion as metaphor, gliding, floating, lifting to reflect the smooth, elevated travel experience. Tone was understated, luxe design, and editorial in nature.
Storyboard
A curated visual study exploring the materiality, emotion, and elevated interaction language that shaped the experience vision.
Moments:
Cinematic opening invites users into a calm, editorially paced brand world
Products emerge like sculptures revealed through motion, proximity, and story cues
Movement and gaze feel intuitive, part of the emotional arc rather than mechanical triggers
A spatial soundtrack responds dynamically to user presence, deepening immersionCommerce becomes a narrative layer not a destination woven seamlessly into exploration and craftsmanship behind the product
Emotive Experience Flow
Hero Reveal → Awe & Focus
The iconic Rimowa suitcase floats into view like a museum object. Its surface reflects light subtly as the user shifts perspective.
Emotion: Admiration, EleganceProximity Detail Unlock → Engagement & Control
As the user moves closer, micro-interactions are triggered — materials, finishes, and features begin to unfold.
Emotion: Discovery, ControlLifestyle Context Layer → Desire & Aspiration
The world shifts to reveal editorial vignettes. Movement and gaze activate transitions.
Emotion: Longing, EnvisioningCraftsmanship Reveal → Depth & Brand Affinity
A slowed moment focuses on heritage details like rivets, hand assembly, archival moments. Spatial audio layers in soundscapes (zipper, wheels, ambiance).
Emotion: Appreciation, TrustSelection & Customization → Confidence & Ownership
Product options appear in space like color, size, engraving. Selection is gesture-based, fluid, and responsive to attention.
Emotion: Confidence, DelightSeamless Checkout Flow → Satisfaction & Closure
The final step floats subtly into view with a minimal cart summary with clear call to action, maintaining editorial tone and minimizing friction.
Emotion: Ease, Completion
Moodboard
Combining elements of luxury travel, modern architecture, and minimalist design, the moodboard sets the tone for a refined virtual experience.
Results
Stakeholders involved on both sides were happy with the direction and gave green light to move forward with the project! The concept demonstrated Rimowa's potential in digital innovation, enhancing brand perception among tech-savvy luxury consumers.
