A fresh sense of movement and purpose has landed on Dubai’s streets as RIMOWA unveils its latest OOH campaign, starring none other than global fashion and music icon Rosé, the New Zealand–South Korean singer-songwriter known for her ethereal voice and bold presence. Released during the second week of June, this contemporary and captivating campaign marks RIMOWA’s return to the city’s skyline in a single-format rollout, utilizing sleek uni-poles that effortlessly command attention. As a standout name in the fashion wear industry, RIMOWA has long been associated with premium craftsmanship and timeless design, especially in the world of travel. This newest campaign builds on the success of the brand’s June 2024 outdoor push, once again reinforcing its commitment to annual storytelling through high-impact visuals. Consistent, compelling, and creatively sharp, RIMOWA’s 2025 campaign doesn’t just celebrate its iconic luggage, it celebrates the journey, with Rosé leading the way. This striking RIMOWA OOH visual blends elegance and personality in one effortlessly modern frame. Positioned on the right is a captivating shot of Rosé, dressed in a soft silver-gray outfit that mirrors the cool tones of the luggage beside her. Her relaxed pose, resting against the iconic grooved suitcase, adds a sense of intimacy and ease, making the visual feel grounded and aspirational at once. The left side of the billboard highlights the product itself, RIMOWA’s signature aluminum suitcase, embellished with bold travel stickers that hint at stories told and journeys lived. Beneath it sits the campaign’s powerful tagline, “No One Builds a Legacy by Standing Still,” which speaks directly to the brand’s core message of movement, growth, and individuality. The dominant color palette is a mix of metallic silvers, whites, and soft neutrals, tones that evoke sophistication, clarity, and reliability in advertising psychology. Together, these elements create a visual narrative that feels as polished as it is personal, inviting viewers to travel with purpose and style. With this sleek and emotionally resonant campaign, RIMOWA once again proves that it isn’t just about luggage, it’s about legacy. By pairing Rosé’s magnetic presence with the brand’s timeless craftsmanship, the campaign feels less like an ad and more like a moment. Known for its iconic grooved aluminum designs, RIMOWA has been crafting travel pieces since 1898, and remains a favorite among creatives, business travelers, and style-savvy jetsetters. Whether it’s a quick city hop or a cross-continental journey, RIMOWA doesn’t just carry your belongings, it carries your story. And with each new billboard, the brand continues to move forward, boldly and beautifully, one legacy at a time. Gain insights more about fashion out-of-home advertising campaigns on Insiteopedia.
