Travel is more than movement—it’s an evolving dialogue between the places we visit and the people we become. In its fifth installment of the evocative Never Still series, iconic German luggage brand RIMOWA invites three global stars—K-pop sensation Rosé, Formula One legend Sir Lewis Hamilton, and Mando-pop superstar Jay Chou—to share intimate reflections on how travel has shaped their lives, perspectives, and creative journeys. Against the backdrop of RIMOWA’s durable aluminum suitcases marked by adventures past, these stories celebrate the resilience, growth, and curiosity ignited by purposeful exploration.
Purposeful travel: More than just a journey
For RIMOWA, travel is a state of mind—an ongoing process that transforms and challenges the traveler as much as the destination. The Never Still campaign series captures this philosophy, spotlighting the intimate narratives of individuals who live in constant motion yet remain anchored by personal growth. This latest chapter draws together a diverse trio: Rosé, Lewis Hamilton, and Jay Chou—each bringing a unique lens to the meaning of travel.
Jay Chou, a multi-talented singer, songwriter, and producer whose musical style transcends borders, emphasizes the deep enrichment travel has brought to his creative and personal life. “Every journey helps me see the world in a new way,” he says, echoing the belief that travel is a catalyst for fresh inspiration and insight. For Chou, each trip offers a chance to reshape not only what he creates but who he is. “That’s why I keep going. I know I’ll come back a little wiser.” His perspective reflects a broader truth: that travel cultivates curiosity and wisdom, fuelling an endless cycle of discovery and reinvention.
Resilience and reinvention: The drive of Lewis Hamilton
In contrast to Chou’s artistic introspection, seven-time Formula One World Champion Sir Lewis Hamilton’s reflections revolve around adaptability and resilience—the qualities required both on the racetrack and in life. Years of globetrotting for his sport have taught Hamilton to embrace the unknown, to “reinvent” himself by stepping beyond comfort zones and confronting new challenges head-on.
“It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself,” Hamilton explains. “Just always moving forwards, one foot in front of the other.” His philosophy underscores a kind of quiet strength born from the discipline of travel and competition alike, where progress demands constant forward motion, no matter the obstacles. For Hamilton, travel isn’t simply physical—it’s a metaphor for perseverance, personal evolution, and mastering change.
Rosé’s introspective journey: Discovering a world of possibilities
Global superstar Rosé offers a more meditative view in this triad of travel insights. Known for her soulful voice and magnetic presence as a member of the chart-topping group BLACKPINK, Rosé reveals how travel deepens her self-awareness and sense of wonder. “Traveling the world only makes me realise just how much more there is to explore,” she shares, capturing a sentiment familiar to anyone bitten by the travel bug.
Her reflections speak to the dual nature of travel: the external thrill of new sights and cultures paired with the internal journey toward self-discovery. For Rosé, the act of moving through different places is a way to reconnect with herself and the wider world, fostering a humility and openness that continually refresh her perspective. Through travel, she finds inspiration not just for her art but for how she lives and grows.
The suitcase as a symbol: Stories carved in aluminum
Central to the campaign is RIMOWA’s signature aluminum suitcase—a durable vessel designed to endure the wear and tear of constant travel. But beyond its rugged exterior, the suitcase becomes a canvas for personal stories and memories. The campaign’s visuals showcase the stars with their well-traveled suitcases, each marked by subtle dents, stickers, and scuffs—evidence of journeys past and passions held dear.
Jay Chou’s suitcase features a tennis sticker, a nod to his love for the sport that grounds him beyond the music industry. Rosé’s suitcase carries a sticker honoring her latest album, a symbolic link between her travels and her artistic evolution. Lewis Hamilton’s is adorned with a sticker representing Roscoe, his cherished bulldog, a personal emblem that humanizes the globe-trotting champion. These small details transform the luggage from mere travel tools into intimate totems, revealing facets of each star’s identity shaped by their travels.
Celebrating movement with crafted durability
RIMOWA’s craftsmanship lies in creating luggage that not only supports the practical demands of travel but also embraces its transformative essence. The Never Still campaign is a celebration of movement—physical, emotional, and creative—embodied by the brand’s skillfully engineered aluminum cases.
Durability is more than technical; it symbolizes the resilience needed to navigate the unpredictable rhythms of travel and life. The dents and scuffs tell stories of perseverance and adventure, reminders that growth often comes through challenge. By pairing their iconic suitcases with voices like Rosé, Hamilton, and Chou, RIMOWA underscores a shared ethos: that purposeful travel molds who we are, shaping mindsets and opening new realms of possibility.
The journey continues
In a world increasingly defined by connection and mobility, RIMOWA’s Never Still campaign captures the essence of what it means to travel with intention and heart. Through the reflections of Rosé, Lewis Hamilton, and Jay Chou, we glimpse the varied ways travel influences creativity, resilience, and identity. Their stories invite us to see travel not as an endpoint but as an ongoing process of becoming—each journey a step forward, every suitcase a repository of lived experience.
With their aluminum cases bearing the marks of adventure and passion, these stars remind us that in movement, we find growth, wisdom, and above all, the courage to keep going—never still.
