Luxury Reimagined: How RIMOWA and
La Marzocco's Collaboration is Redefining High-End Craftsmanship
In a move that merges impeccable design with artisanal craftsmanship, RIMOWA and La Marzocco have teamed up to create a limited-edition aluminium espresso machine — drinking coffee just got an upgrade.
22 July 2024
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What do coffee machines and luggage have in common?
Not much, but in the realm of luxury branding, strategic alliances often lead to innovative crossovers that redefine industry standards.
The recent collaboration between RIMOWA, renowned for its iconic travel accessories, and La Marzocco, a leading name in artisanal espresso machines, exemplifies this trend. By blending their expertise, this initiative has not only captured the attention of niche markets but also set a new precedent for how brands can synergise to enhance their identities and offerings.
Grounding Brand Identities
The precision-crafted grooved aluminium panels were expertly assembled at Rimowa’s Cologne factory | Image credit: RIMOWA
At its core, the collaboration between RIMOWA and La Marzocco is a testament to their shared commitment to craftsmanship and innovation. RIMOWA, synonymous with premium luggage solutions, brings its expertise in design and durability to the table.
The interior of Caffè Rimowa features warm wood tones and espresso cups adorned with the ‘Caffè Rimowa’ logo | Image credit: TheHuntr.com
Visitors at Milan Design Week 2024 had the opportunity to witness this collaboration firsthand at the ‘Caffè Rimowa’ pop-up, where they enjoyed complimentary espressos
La Marzocco, known for its precision-engineered espresso machines, contributes its heritage of artisanal excellence and superior coffee-making capabilities. According to Bain & Company, the global luxury market is expected to grow by 8% per annum, from an estimated €1.5 trillion today to €2.5 trillion by 2030. By blending these distinct brand elements, the collaboration creates a unique proposition that resonates with affluent consumers who value both quality craftsmanship and lifestyle enhancements.
Brewing in Niche Markets
RIMOWA x La Marzocco’s limited edition Linea Mini | Image credit: RIMOWA
Luxury markets thrive on exclusivity and customisation, both of which are integral to the collaboration. The limited-edition Linea Mini, a sleek espresso machine crafted with RIMOWA’s signature aluminium finish, assembled and installed entirely by hand at La Marzocco’s customisation workshop, appeals not only to coffee connoisseurs but also to collectors of bespoke luxury items. This exclusivity not only enhances the allure of the product but also attracts a niche market segment that appreciates the intersection of design, functionality, and status.
Expressing Creativity in Sectors
Beyond enhancing brand identities and attracting niche markets, collaborations like RIMOWA and La Marzocco also drive innovation within their respective sectors. The Linea Mini espresso machine, adorned with RIMOWA’s iconic grooves and designed for compact luxury, represents a fusion of aesthetics and functionality. This blend not only elevates the coffee experience but also sets a precedent for future collaborations in the luxury goods industry. The global travel accessories market is projected to reach USD 95.7 billion by 2031, growing at a CAGR of 6.4%, while the high-end kitchen appliances market is expected to grow at a CAGR of 6.3% over the same period. Such initiatives encourage brands to push boundaries, experiment with new materials, and explore innovative design concepts that cater to evolving consumer tastes.
The RIMOWA x La Marzocco Linea Mini is made of bespoke components including RIMOWA’S signature aluminium | Image credit: La Marzocco via Instagram
“This partnership is a testament to the power of collaboration and the possibilities that arise when two brands come together with a shared passion and purpose. Working alongside La Marzocco has been a real design exercise, with a result that celebrates the artistry of coffee-making while embracing German engineering and innovative design, and we’re proud to have been able to bring it to life,” says RIMOWA CEO Hugues Bonnet-Masimbert.
“This venture reflects our commitment to excellence and the shared values with RIMOWA—an iconic brand synonymous with exploration, innovation, and an unwavering dedication to aesthetic brilliance. Together, we have crafted an exceptional example of two iconic synergized brands that create a brilliant design. Both historic brands that work to pioneer in their sectors, synonymous with quality and durability, have come together, and I am proud to show the public the result,” adds Guido Bernardinelli, CEO of La Marzocco.
Hand-crafted in Florence, Italy, each machine is meticulously assembled over 40 hours, ensuring unparalleled dedication to craftsmanship | Image credit: TheHuntr.com
The partnership between RIMOWA and La Marzocco exemplifies the transformative power of collaboration. By leveraging their distinctive strengths in design, craftsmanship, and innovation, these brands have not only strengthened their identities but also expanded their appeal to discerning consumers worldwide.
The limited edition RIMOWA La Marzocco Linea Mini espresso machine will be available on a made-to-order basis. The companies have declared the machine’S price available upon request hoever certain fan forums have disclosed that it is priced upwards of US$15,000.
To purchase it, please contact RIMOWA or La Marzocco.
Author: Victoria Lim
Victoria Lim is a content writer with a diverse background and her work includes brands such as Capella Hotels and Resorts, Epicure Magazine, HungryGoWhere.com, and Makansutra. Her luxury hospitality, culinary arts, and food journalism expertise have shaped her commitment to sharing stories.
