Today, as part of Rimowa’s “Never Still” campaign, the high-end luggage brand will unveil Yuja Wang’s ‘icon film’, an intimate portrait of life on the road showing the resilience and drive required to endure and thrive as one of the world’s most in-demand classical artists.
> Scroll down to watch the film in full
Directed by Matt Baron, Yuja’s film offers a precious look at a lifetime performer, probing how a demanding lifestyle of international touring feeds into and fuels her craft. On the professional stage since her teens, Yuja has in part been defined by life on the road, as evidenced in a fiercely independent spirit and global network of friendships. Shot in Toronto, the film showcases Yuja’s talent as a prodigy and performer who flourishes when on stage – one who uses the restlessness of constant travel as energy to be channelled back into her mesmerising performances.
Yuja Wang is one of a small clutch of classical artists to have ascended to the world of major brand sponsorship, a testament to her magnetic personality and playing. A Rolex ambassadorfor over a decade, Yuja has also featured in a campaign for skincare and make-up brand La Mer. She has been a Steinway Artist since 2011.
Also featured in Rimowa’s “Never Still” campaign are basketball legend LeBron James, Artistic Director Dior Men’s and fashion designer Kim Jones, tennis icon Roger Federer and fashion model Adwoa Aboah. The cast of icons epitomise Rimowa’s philosophy of ‘purposeful journeys’: they stand united in their belief that mastery is a never-ending journey and that no one builds a legacy by standing still.
Rimowa’s icon films will feature on Air France, British Airways, and Cathay Pacific in-flight entertainment; select cinemas in the US and Europe; airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong; and on billboards across New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo.
The campaign will also feature across Rimowa stores and in the form of limited-edition luggage stickers.
Forthcoming performance highlights for Yuja include the European premiere of John Adams’ Must the Devil Have All the Good Tunes? at the Edinburgh International Festival, plus a European tour with the Dresden Philharmonic Orchestra including performances at the BBC Proms, Gstaad Festival and Enescu Festival.
Watch Yuja’s icon film below.