AMSTERDAM, THE NETHERLANDS – Luxury travel brand Rimowa has named independent creative network GUT as its new Global Agency of Record, marking a significant milestone for both organizations. The collaboration, spearheaded by GUT Amsterdam, represents the agency’s first major partnership within the luxury sector and adds a globally admired brand to its expanding portfolio.
Known for its unmistakable grooved aluminum suitcases and elevated lifestyle accessories, RIMOWA has long stood as a symbol of craftsmanship and timeless design. With this appointment, the brand signals its ambition to further deepen cultural relevance and creative resonance on a global scale.
As strategic and creative lead, GUT will oversee all facets of brand communication from insight-driven strategy to campaign development and execution. The partnership will be anchored in Amsterdam, supported by the wider GUT network spanning key global markets.
“Rimowa was looking for an agency to build on its cultural legacy and partner with them across the globe – that’s exactly what GUT does best,” said Andrea Diquez, Global CEO at GUT. “We’re honored to have the opportunity to help write the next chapter for such an incredible global brand.”
The decision to appoint GUT comes after an extensive review process in which the agency’s creative approach and strategic rigor stood out. Rimow leadership praised GUT’s ability to balance brand heritage with modern storytelling.
“We were looking for an agency that could match our ambition and bring bold, fresh thinking to how we connect with our audience,” said Emelie De Vitis, Senior Vice-President Marketing & Product at Rimowa. “GUT’s strategy captivated us at the tissue session and their final presentation blew us away..”
The partnership begins immediately, with GUT Amsterdam working closely with the Rimowa team to develop the 2026 creative roadmap and prepare for the inaugural campaign launch next year.
