New York agency SMALL launch public vs private as part of SamsoniteXDiesel luggage campaign
World leading travel brand Samsonite and global lifestyle brand Diesel are proud to announce a joint collaboration merging the core of both labels. Diesel and Samsonite have created a distinctively original, semi-transparent, highly detailed luggage collection appealing to the new generation of modern travelers and business commuters.
The special edition collection works on contrasting visuals. The pieces start from a solid black base and gradually fade into transparency. Combined with a bright yellow mesh lining on the inside for a unique look, it allows for a graded level of clearness. In addition to its design, the Samsonite x Diesel collection offers an array of practical features for travelers that see their luggage as an extension of their everyday existence. This includes an integrated drawstring backpack and external USB port (on the cabin sizes) to charge your devices while you are on the move.
"The idea behind this collaboration and its campaign is fueled by our current era: we live in a time where the balance of what we share vs. what we keep private is constantly in flux. Inevitably, all of us live part of our lives in public—be that through social media, our work, our social groups" says Andrea Rosso, creative director of Diesel Licenses. "Yet with the rise of the digital age, awareness of privacy—data, photos, material possessions and so much more—has also increased. The design of these bags reflects the balance we all must calibrate; it allows for the world to see some of what we are, but not all of who we are."
This concept also applies to the communication campaign shot in São Paulo; individuals are shown as expressing the seemingly contrasting sides of their personalities (a leather wearing motorcyclist by day, and a spin-class lover by night; a drag queen dressed perfectly on stage and a man in his socks at home). The point being: each part—public or private— makes a whole.
Sofie Deboes, product marketing director at Samsonite Travel Europe said "From the very first meeting, one could almost feel the dynamics and eagerness from both parties to reset the bar on luggage for the Samsonite x Diesel project. From a Samsonite point of view, it was truly exciting to get challenged on what we consider our everyday business."
This exclusive collection reinterprets 3 iconic Samsonite collections with a good dose of Diesel attitude and DNA, for a complete assortment which includes both luggage items and business backpacks.
Founders of SMALL, Luca Lorenzini and Luca Pannese said: "We found that the product was a perfect physical metaphor of social networks, where you can choose what you want to share with others and what you want to keep for yourself."
The Diesel & Samsonite collection will be available to purchase online and in Samsonite and Diesel stores, as well as in selected Department Stores, from October 21st.