RIMOWA is known for crafting iconic and resilient travel companions. With the launch of the RIMOWA Original Bag, the brand aimed to redefine the handbag category, crafting a versatile accessory suitable for both travel and everyday life. To generate excitement around the Original Bag during New York Fashion Week, they enlisted SSS to develop a disruptive activation in the city.

To position the bag at the heart of cultural conversation, we proposed a complete takeover of WSA Café, a creative hub in Lower Manhattan where our target audience works, plays, and gathers—especially during fashion week. Located in the bustling lobby of the building, the café attracts crowds heading to various cultural events across its 31 floors.

We transformed WSA Café into The Original Bodega by RIMOWA, turning the everyday snack bar into an elevated take on the classic corner store. Because just as RIMOWA’s Original Bag supports the everyday adventures of New Yorkers, bodegas do the same.

The Original Bag was merchandised alongside quintessential bodega classics like coffee and snacks. SSS executed every detail, from the spatial design to the brand identity to the graphic elements that adorned the coffee cups, fruit, to-go bags, matchbooks, and more.