LVMH-owned German luggage label Rimowa is creating a space to tell its brand story with the opening of its first flagship in Paris. RIMOWA, the first high-end German Maison to join the LVMH Group, has inaugurated its first flagship store at 73 rue du Faubourg Saint-Honoré, opposite the Hotel Bristol. The store will feature the entire range of RIMOWA high-end luggage and its rich manufacturing savoir-faire.

The five-level store at 73 rue du Faubourg Saint-Honoré houses retail space and areas for customer assistance, repair services and exhibition within its 6,500 square feet. The flagship offers an opportunity for Rimowa to do more than sell, establishing a home for brand education and engagement.

Inspired by the golden age of commercial aviation and the fuselage of the Junkers F13 in Duralumin, Swiss designers Atelier oï created a space marked by the iconic aluminum grooves of RIMOWA suitcases. Within the flagship, Rimowa created a dedicated space for its Bluetooth-enabled Electronic Tags. When checking a bag with airlines Luftansa or Eva Air, the owner’s boarding pass is matched with a tag on the Rimowa case using a smartphone.

In October, Dieter Morszeck, grandson of Rimowa’s founder, sold a majority stake in the company to LVMH, becoming the first German house under the group’s umbrella.