Smile for the Camera at the Rimowa Flagship Store in SoHo
Ready to start traveling again? Now you can get your shots—the kind that go in passports, not in arms—where you buy your suitcases, thanks to a new photo booth at the Rimowa flagship store in SoHo. The German luxury luggage manufacturer soft-opened its swank New York outpost in July 2020, when most of its customers had put globetrotting plans on hold. But with the gradual return of wanderlust, the store is making passport renewal less painful with a tiny self-service headshot studio that includes comfortable seating, shadow-free lighting, and a smoothly automated user experience. Hidden within a mirrored column, the complimentary facility integrates seamlessly into the 800-square-foot boutique’s sleek terrazzo-floored interior, the work of two firms—MA-MA in New York and Mass Studio in Los Angeles—founded and led by three sisters: Sanam Salek and Laylee Salek on the East Coast and Safura Salek on the West. The siblings have incorporated neutral, industrial materials such as brushed aluminum, white solid surfacing, and grooved polycarbonate panels that evoke Rimowa’s signature pieces. Even the floating window display—in passerby-stopping red—conceptualizes the 200 parts that go into building the resilient suitcase. It all says: Get packing!
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