High-end luggage brand RIMOWA enters an interesting collaboration that produces a custom metro card for New Yorkers. With only 250,000 cards in production, the luxury travel label gives consumers a reason to be excited to buy their monthly pass.

There is a total of three distinct custom metro cards, each boasting a unique aesthetic that ties in with RIMOWA’s ethos as a company. The images also place emphasis on the brand’s “iconic grooved duraluminium suitcases” in an effortless bid to tie the marketing strategy to RIMOWA’s core product. Dubbed ‘Never Still,’ the campaign alludes to the notion that “no one builds a legacy by standing still.”

Consumers will have the chance to buy a limited edition MetroCard at a total of nine stations in the city.



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