Rimowa has unveiled a gift kit themed around the Year of the Horse for the 2026 Lunar New Year season. Produced by the Beijing-based creative studio 2×4 Beijing, the kit's core feature is a composition that combines traditional symbolism with tactile experiences.
The kit's first impression begins with the red envelope. The envelope features an illustration centered on the symbolism of the Year of the Horse, accompanied by a watercolor-textured painting. Designed to go beyond mere print, the envelope incorporates interactive elements so that the act of touching and unfolding it becomes an experience in itself.
The most striking component is the wooden music box. With its warm texture, the music box allows you to momentarily set aside Rimowa's metallic luggage image and focus on the festive atmosphere. The music box plays music by inserting a scroll-shaped sheet music, and the musical composition is connected to themes that evoke images of horses and horsemen.
In this season's campaign, the brand also presented a direction to showcase the interplay between the movement of travel and the dynamism of traditional performances. By expanding the momentum of horses and the rhythm of movement into a narrative, Rimowa revealed a trend of structuring the Lunar New Year season not merely as a sales promotion, but as a cultural narrative.
