RIMOWA’s New SoHo Store

Luxury travel brand RIMOWA commissioned Shantell Martin to create a site-specific window treatment for its new flagship store in SoHo, New York, while the space undergoes construction, Martin’s signature black-and-white line work transforms the façade, offering passersby a moment to pause, reflect.

Installed in April 2025, the artwork will remain on view until the store officially opens later this year. Blending her stream-of-consciousness drawing style with movement, travel, and connection.

“This collaboration felt like a natural fit. I bought my first RIMOWA case over a decade ago and have always loved the brand, the simplicity, the quality, and the sense of purposeful movement. When they asked me to create something for their SoHo store, I wanted to reflect that spirit of openness and journey,” says Martin.

“On the doors of the space, the words Open Mind, Open Heart, Open Door serve as both an invitation and a reminder. It’s about being present and receptive even in these  transitional moments.”

This marks the first time RIMOWA has used a typeface other than its brand’s core fonts, opting instead for Shantell Sans.

This collaboration also marks RIMOWA’s first artistic partnership of its kind, and Shantell was honored to be their artist of choice. Positioned at the intersection of design, architecture, and public art.

Stay tuned for more as the store nears completion.