Rimowa Opens Its Soho Flagship With a Star-Studded Celebration

Last week, Rimowa unveiled its new Soho flagship at 148 Mercer Street, marking the brand’s largest store in North America and a defining moment in its evolution. To celebrate, the luxury luggage house transformed its two floors into a tribute to New York, complete with DJ sets by Paul Sevigny, portraits by SNL photographer Mary Ellen Matthews, and custom neighborhood stickers designed by Spike Lee. Guests sipped martinis from a hidden speakeasy bar that doubled as a showcase of Rimowa’s forthcoming Cocktail Case and snacked on German-inspired bites alongside classic NYC pretzels served from a vintage cart. Inside, attendees explored archival trunks and past collaborations with Supreme and Rick Owens, each displaying a reminder of Rimowa's signature balance of heritage and innovation. Notables in attendance included Chloë Sevigny, Walton Goggins, Amy Sedaris, Carmelo Anthony, Maggie Rogers, Antoni Porowski, Dapper Dan, Jenna Lyons, Jeremy O’Harris, Paloma Elsesser, Megan Rapinoe, Saint JHN, SoFi Tukker, Francesca Scorsese, Yuja Wang, Shantell Martin, and more. Photo credit: Darian DiCianno and Sansho Scott/BFA