LOS ANGELES—Cheekily inspired by the tradition in Californian architecture known as the “roadside attraction building,” German suitcase maker Rimowa erected a 20-foot-tall suitcase that literally stopped traffic thanks to its prime West Hollywood location at the corner of North La Cienega Boulevard and Melrose Avenue. The purpose? To raise awareness for and celebrate a new collaboration with Los Angeles-based artist Alex Israel, due out later this summer, during the inaugural launch of contemporary art fair Frieze in L.A.
Produced by Prodject, the activation and unconventional product launch from February 14 to 16, just one of many that week from retailers like Gucci, Dover Street Market, and Matches Fashion, certainly boasted the most eye-catching of set-ups. Rendered in ombré shades of neon blue, orange, and pink—inspired by the L.A. sky and sunset—the monolith was pure fodder for the social media-savvy town (ironically, it poured rain for much of the three-day event.)
“I imagined these suitcases by answering a simple question: What’s the suitcase I’d want to look at and wheel through LAX? And the answer, for me, so often comes back to the sky over Los Angeles—it’s just my favorite thing to look at,” said Israel.
Designed to sit open like a clamshell, guests were able to climb the staircase within the metal scaffolding to the intimate observation platform on top. Along the way, carry-on sizes of the limited-edition suitcases were hung from above in the same saccharine shades applied on Rimowa’s grooved aluminum. “I like to think of suitcases as a blank canvas,” said Alexandre Arnault, chief executive of Rimowa.
Guests enjoyed special gifts, musical acts, and coffee courtesy of Alfred in specially-branded cups during the activation. The installation, an outdoor gallery for all intents and purposes, also helped raise awareness for the LVMH-owned brand, which has, in a short amount of time, left its mark in the fashion and design worlds thanks to its past partnerships with Supreme, Fendi, Off-White, and Ambush. Rimowa also operates a flagship store on North Rodeo Drive in Beverly Hills.
Produced by Prodject, art world visitors and resident Angelenos alike were invited to climb inside the oversized luggage to discover an exclusive preview of the Rimowa x Alex Israel collection, launching this summer, suspended from above. From the observation deck atop the luggage, guests were afforded views of West Hollywood. The immersive experience also featured music, gifting surprises, and refreshments courtesy of L.A.-based coffee company Alfred.Courtesy of Rimowa
