Earlier this week, RIMOWA launched its new seasonal collection with a star-studded event in Seoul. The glitzy showcase at S-Factory, in the Seongsu district, saw brand ambassadors Rosé and Lewis Hamilton in attendance. Also there to lend their support were Rowoon, Mile Phakphum Romsaithong, SEVENTEEN’s Wonwoo and S.Coups, EXO’s Baekhyun and Xiumin, and TREASURE’s Haruto and Junkyu. 

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A day before doors opened, fans were already lining the streets of the party venue to catch a glimpse of their idols, all the while braving the rain and cold weather. The artsy district of Seongsu (considered the Brooklyn of Seoul) came alive with their screams when Junkyu, the first guest, arrived. And the frenzy got even louder when swoon-worthy Rowoon made his appearance, followed by the boy bands.

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Taking inspiration from summertime road trips, RIMOWA launched two new seasonal colours: Mint and Papaya. The former is inspired by pastel-hued buildings often seen lining the streets of tropical cities. The latter, a bright and radiant shade of orange, represents an idyllic beachside sunset.

The event saw over 400 guests exploring the immersive display of Essential suitcases, amongst a larger-than-life reflective papaya sculpture, where they had the opportunity to take the new products for a spin. 

In the adjoining room, the atmosphere gave off mad club vibes with dimmed lighting and head-bopping EDM music spun by Korean DJs SOHEE, HOWMINI and DJ Roots. While guests mingled and danced, they sipped on mint and papaya-themed cocktails, indulged in canapés and ice-cream, and enjoyed candid moments in the photobooth. Suffice to say, everyone partied hard, RIMOWA-style!

The collection is slated for a worldwide release on 2 May 2024.