Since 2021, luxury luggage maker Rimowa has offered customers free passport photos when visiting their studio in New York City’s SoHo neighborhood. Yep, free.
The idea of free next to anything luxury can be jarring, but the tactic is smart as it allows Rimowa to drive more buyer awareness and consideration than it would without the free service.
The move also allows Rimowa to offer a well-rounded experience around its core product offering – luggage.
Customers who want to take advantage of the service can enjoy a completely different experience than what they would expect to find at a neighborhood convenience store – standing awkwardly by the register while strangers watch them get their passport photo taken. The Rimowa studio experience offers comfortable seating, flattering lighting and a seamless automated user experience.
Upon taking the photo, customers can print them on-site for free and even request a digital version. No appointments needed.
Rimowa fan or not, those looking to get their passport taken can head to 99 Prince Street in Manhattan during the store’s operating hours from 11 AM until 6 PM every Monday through Thursday. On Friday, the store is open from 11 AM to 7 PM and on Sundays from 12 PM until 5 PM.
Photo(s) credit: Rimowa
