RIMOWA’s latest flagship store in Soho, New York is the company’s third retail location in New York. Located in the historically rich neighborhood of Soho, this design strives to take cues from the industrial nature of its surroundings, as well as, from the brand’s classic aesthetic and iconic suitcase design. Using more neutral and industrial materials for the store elements like, brushed aluminum, polycarbonate, white corian, and concrete, the design showcases the luxury brand in a more dynamic and complementary way. We strived to push for sustainability, by utilizing some of the existing elements from the previous store build; namely, the terrazzo flooring. The use of raw materials mentioned above also feeds into this aspiration. Our design allows for a dynamic and flexible environment within a very small context. The challenge here was the mere 800 square foot footprint to account for both front of house and back of house. That said, we were adamant about creating a very flexible space, such that the store could be in constant flux (visually and experientially) overtime. They custom-designed transformable elements within the store; such as a bespoke 12.5-foot long multi-functional display table that serves as the central focal point of the store. The display table is divided into two pivoting cantilevered corian stone elements. This pivoting capability can dictate the direction and flow of circulation throughout the space, allowing the store to transform and be adaptable over time. The main wall shelving also employs a flexible design. The horizontal shelves are movable, allowing for a variety of different shelving display patterns, such that the visual merchandising becomes everchanging as well. Polycarbonate panels can slide up and down along the face of the wall shelving, to create graphic silhouettes of the displayed suitcases behind. We were also asked to design a single ‘experiential’ element for the store. The central and defining element to the store design is the “The RIMOWA Passport Studio.” The custom-designed self-service passport photo studio lies on the central axis of the store, making it a focal point of the space. It is designed as a mirror-polished stainless steel cylindrical tube that reflects the surrounding store. Visitors can enter from its backside through a curved sliding door. The interior is stark white, which includes adjustable seating and integrated lighting, allowing for a completely private and elevated photo taking experience. The self-service photo booth affords visitors complete control over the process with a seamlessly automated user experience as they make selections for their passport portrait. Physical passport photos are printed on the spot and can be shared as digital versions for safe-keeping or reprinting. The Rimowa Soho Flagship store is a great representation of how to make the most of a small footprint, through innovative and thoughtful design solutions, and an elevated brand experience.