Since its establishment in 1898, RIMOWA has been synonymous with crafting iconic travel companions designed to withstand the test of time. With a legacy deeply rooted in quality craftsmanship and a commitment to innovation, the German Maison has continually sought to celebrate the spirit of travel through its renowned Never Still campaign. This ongoing initiative has seen RIMOWA partner with a series of icons who embody the essence of exploration and adventure, sharing their captivating stories with the world.
In its latest chapter, following the successful launch of its fourth iteration in September 2023, RIMOWA proudly introduces its newest global ambassador: the multi-talented musician Jay Chou. Renowned for his versatile talents as a singer, songwriter, and actor, Chou’s collaboration with RIMOWA brings a fresh perspective to the transformative power of travel.
In the recently unveiled film, Chou is depicted navigating the bustling streets of London alongside his RIMOWA Original Cabin in Titanium. With a career that has taken him across continents and cultures, Chou embodies the essence of a life in constant motion. Drawing from his experiences, he emphasizes the joy of spontaneity and the boundless inspiration found in every journey.
The film is accompanied by a bespoke score composed by the globally renowned artist Hans Zimmer, marking his third collaboration with the brand. Zimmer’s evocative music adds depth and emotion to Chou’s narrative, underscoring the profound connection between travel and personal transformation.
In addition to Chou’s portrayal, the latest instalment of the Never Still campaign features Zimmer himself, showcasing his RIMOWA Original Cabin Twist in Brown Silver. Through a captivating video, Zimmer provides insight into the cherished items he carries with him during his travels, further highlighting the brand’s commitment to capturing the essence of modern exploration.
The new chapter of the Never Still campaign, starring Jay Chou, was launched last week globally on March 13th across cinema, digital platforms, out-of-home advertising, and print media. Through this collaboration, RIMOWA continues to celebrate the spirit of adventure, inspiring travellers worldwide to embrace the transformative journey that awaits each new destination.
As RIMOWA forges ahead into the future, guided by its rich heritage and commitment to innovation, the Never Still campaign serves as a testament to the enduring allure of exploration and the timeless appeal of quality craftsmanship. With Jay Chou at its helm, the journey continues, inviting travellers to discover the world with a sense of wonder and possibility, one adventure at a time.