RIMOWA has collaborated with a number of luminaries in recent years that embody an unwavering attitude of personal advancement and who place travel at the center of their journey.

The renowned German brand has evolved its tale naturally in this year’s campaign. In this fourth segment of the ‘Never Still’ campaign, a new group of international celebrities share their inspirational stories, as more and more individuals see travel as a catalyst for inner development in addition to a way to further their personal goals. First, elite sportsman Sir Lewis Hamilton, who has traveled extensively over the world with Formula 1 and yet has an open mind and finds inspiration in the various locations and people he encounters.

“I have traveled extensively throughout my career, and those experiences have molded me into the person I am today—both as a driver and a person. I never really learnt to question my beliefs and to accept the limitless possibilities that the world has to offer until I traveled to new locations and saw things from different angles. The seven-time Formula 1 world champion remarked, “I get my true inspiration from travel, but home is where I reflect.

Then, international sensation Rosé offers a novel interpretation of what it means to be at home and what matters most in a life of intentional travel.

“Traveling helped me redefine what home meant to me. I’ve come to realize that home has become more of a state of mind than a physical location since travel has become such an important part of my life. It’s a gathering of people, events, and memories that give one a feeling of community,” she clarified.

And lastly, the football superstar Kylian Mbappé, whose motivational actions on and off the field have sparked a global shift in the perspectives of youth.

“Traveling teaches you a lot and allows you to witness many kinds of lives. I got to know some incredible people who I never would have imagined meeting in my lifetime,” Kylian remarked.

When combined, the progressive attitudes and deliberate journeys of these global superstars advance both the world and themselves. Hans Zimmer, a well-known composer throughout the world, wrote the campaign’s soundtrack; this is his second partnership with the company this year. Hans contributes his unique brand of German brilliance and artistry to the campaign. He wrote original music specifically for each of the four films, masterfully encapsulating the campaign’s vibe and inspiring you to travel the globe and experience its power.

RIMOWA presents a more humane and intimate side to the world’s icons through three short films produced in collaboration with Anomaly London, an agency of record. The films follow the icons on their personal journeys, illuminating not just their destinations but also their motivations. A fourth, epic brand film that combines the stories of the owners—each on a unique path but bound by a progressive mindset—completes the set of three shorter films.

“This fourth chapter of our Never Still campaign signals an evolution as we look forward to what travel means post-pandemic, as a journey towards progress,” stated Emelie De Vitis, senior vice president of product & marketing at RIMOWA. We are thrilled to collaborate with symbols that represent our deliberate travel philosophy once more.

“This fourth chapter of Never Still perfectly encapsulates not only the spirit of RIMOWA but the brand’s philosophy on purposeful travel,” stated Camilla Harrisson, CEO of Anomaly London. This year, in a thoughtful shift, we honor three legendary owners who journey not only for personal growth but also to make a difference in the world.

On September 7, the campaign will go live worldwide across print, digital, OOH, and theater.