Luxury luggage brand Rimowa has unveiled its first global concept store on London’s New Bond Street and a new product innovation, the “Electronic Tag”, which allows travellers to check in bags from home using their smartphones.

So, yes, the west London microcosm can add luxury German luggage company Rimowa to its list of extravagant residents.

There has been such demand for Rimowa in London that I have wanted to open a flagship on New Bond Street for a long time,” explains president and CEO of Rimowa, Dieter Morszeck.

The 220sqm store was designed by atelier oï and architects Dahlbender and uses hologram “stages” to showcase the German brand’s range of travel goods. These holograms were inspired by the moulding process that each Rimowa suitcase goes through (the transformation of two-dimentional material into a three-dimentional product).

The new flagship also marks the sales launch of the Rimowa ‘Electronic Tag’ system; a pioneering technology that allows luggage to be checked in from home using a smartphone – a frequent flyer’s dream.

With this concept store, Rimowa marks another milestone as a premium brand. London is one of the most important cities in Europe and we are delighted to be opening this innovative store in such a prestigious location,” added Morszeck.