Rimowa is LVMH's precision luggage brand. Everything they make is a statement about craft, restraint, and the art of engineering. The brief was to bring that same sensibility into spatial computing and make it feel inevitable rather than experimental.
Company
Rimowa / LVMH
Timeline
2023
—
2024
Role
Creative Director · Spatial Experience Design · Concept Lead
Project overview
I led the creative concept, visual narrative for Rimowa's Apple Vision Pro experience in the sales pitch. The experience placed the iconic aluminum luggage inside a fully rendered living environment where users could explore the collection in spatial context, interact with product details through an exploded view mechanic, and move through to purchase with Apple Pay integrated directly into the spatial UI. Every scene, every interaction, every material choice was designed to feel as considered as a Rimowa product. The moodboard I developed pulled from Rimowa's physical brand world, dark studio environments, dramatic lighting on aluminum grooves, the tactile weight of the hardware, and translated all of that into a spatial language. Craftsmanship and clarity guided every decision.
Challenges
The risk with spatial computing is always doing too much. Rimowa's brand equity lives in restraint and the medium pushes hard in the opposite direction. Every instinct says add more, animate more, feature more. The design challenge was consistently choosing less and making that restraint feel intentional rather than conservative. The exploded view mechanic was a specific challenge, showing engineering detail without losing the elegance of the object.
Results
Delivered as part of Obsess's early Apple Vision Pro product offering. Helped establish the AVP experience framework for luxury clients and set the creative bar for spatial commerce at the premium end of the market.
Latest projects
Rimowa is LVMH's precision luggage brand. Everything they make is a statement about craft, restraint, and the art of engineering. The brief was to bring that same sensibility into spatial computing and make it feel inevitable rather than experimental.
Company
Rimowa / LVMH
Timeline
2023
—
2024
Role
Creative Director · Spatial Experience Design · Concept Lead
Project overview
I led the creative concept, visual narrative for Rimowa's Apple Vision Pro experience in the sales pitch. The experience placed the iconic aluminum luggage inside a fully rendered living environment where users could explore the collection in spatial context, interact with product details through an exploded view mechanic, and move through to purchase with Apple Pay integrated directly into the spatial UI. Every scene, every interaction, every material choice was designed to feel as considered as a Rimowa product. The moodboard I developed pulled from Rimowa's physical brand world, dark studio environments, dramatic lighting on aluminum grooves, the tactile weight of the hardware, and translated all of that into a spatial language. Craftsmanship and clarity guided every decision.
Challenges
The risk with spatial computing is always doing too much. Rimowa's brand equity lives in restraint and the medium pushes hard in the opposite direction. Every instinct says add more, animate more, feature more. The design challenge was consistently choosing less and making that restraint feel intentional rather than conservative. The exploded view mechanic was a specific challenge, showing engineering detail without losing the elegance of the object.
Results
Delivered as part of Obsess's early Apple Vision Pro product offering. Helped establish the AVP experience framework for luxury clients and set the creative bar for spatial commerce at the premium end of the market.