Tag: TUMI

Singapore – As TUMI rolls out its all-new men’s premium Turin collection, the global travel and lifestyle brand has recently launched a new campaign featuring McLaren F1 driver Lando Norris–who is also TUMI’s global brand ambassador–to feature Turin and the brand’s iconic collections, including Alpha X, 19 Degree Titanium and TUMI | McLaren. 

The campaign highlights Lando’s unapologetically playful spirit as he seamlessly balances the world of fast-paced sports with laidback luxury, all while keeping TUMI as his constant companion. 

As the official launch of the Turin collection, the campaign offers a new look and feel for TUMI by placing a dynamic athlete in his prime—perfectly embodied by Lando—against the grand backdrop of a seaside chateau in France. 

With campaign images captured by photographer Emma Panchot and director Arnaud Uyttenhove, Lando’s personality shines through as the popular racing driver takes us through a day in his unpredictable life with his favourite TUMI products.

Speaking on his involvement in this campaign, Norris said, “Working with TUMI these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me. The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races.” 

Meanwhile, Jill Krizelman, SVP of global marketing & e-commerce at TUMI commented, “Lando has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns. This campaign is particularly special, as it offers a spirited and fresh perspective on Lando, capturing his signature style and personality in a new way. There’s truly no one better to unveil the new Turin collection.” 

Singapore – International travel, lifestyle, and accessories brand TUMI recently opened two new airport outlets in South Korea and Thailand, along with the announcement of two more locations in major international airports throughout Asia-Pacific. 

These openings mark TUMI’s commitment to delivering sleek, sophisticated and inviting spaces to travellers, redefining and reinvigorating travel retail with an expanded and refreshed presence at major international airports throughout Asia.

Going into detail, the first two stores opened on May 1, 2024 at South Korea’s Incheon International Airport and Thailand’s Suvarnabhumi Airport, which both showcase TUMI’s evolution as a sleek and sophisticated global performance luxury brand, while providing a comfortable and easy-to-navigate environment to browse the wide range of products curated to meet the needs of discerning travellers.

On the other hand, scheduled to open in late May, the new store at Soekarno–Hatto International Airport in Jakarta, Indonesia, joins various duty-free shops and restaurants inside its largest and newest Terminal 3. This will then be followed by the new store at Chhatrapati Shivaji Maharaj International Airport in Mumbai, India, slated to open in mid-June, which will feature a similarly sleek design in a high-traffic location inside the country’s second-busiest airport.

Talking about these openings, Aris Maroulis, vice president for Asia-Pacific and the Middle East at TUMI, said, “The latest openings at Incheon International Airport and Suvarnabhumi Airport are a testament to TUMI’s ongoing commitment to creating unique and exceptional experiences for our international customers through our high-performance products and stores.”

“With more launches coming soon at Soekarno–Hatto International Airport in Jakarta and Chhatrapati Shivaji Maharaj International Airport in Mumbai, which are also among the busiest in the region, travel retail will continue to be a key focus through thoughtfully planned and skilfully executed designs that bring customers into our world and speak to the way they travel today,” he added.

Hong Kong – International travel and lifestyle brand TUMI has appointed Aris Maroulis as the new vice president for Asia-Pacific and Middle East, with immediate effect.

Based in Hong Kong, Maroulis will be responsible for building the brand, overseeing operations, and managing overall business in the region.

Maroulis has 25 years of experience in Asia, Europe and the US with the last 15 years focused on Asia. Before joining TUMI, he held the title of director – china business operation, asset management for Hang Lung Properties for four years, overseeing a portfolio of luxury shopping malls in mainland China.

Prior to that, Maroulis was the managing director for Montblanc China, based in Shanghai, where he had overall responsibility for the China market.

Talking about his appointment, Maroulis said, “I have followed TUMI closely for many years, both as a customer and as a luxury brand and business strategist. I have been continuously impressed by the brand’s innovation, meticulous design, unparalleled performance, and customer-first approach. I am delighted to join this dynamic team and lead the brand’s growth in Asia-Pacific and the Middle East.”

Meanwhile, Subrata Dutta,  president, Asia-Pacific and Middle East, Samsonite, commented, “We are delighted to welcome Aris to TUMI at this exciting time for the brand in the region. He has extensive luxury retail experience on both the brand and commercial real estate sides. Aris is a proven leader who will focus on identifying new opportunities for TUMI and continue to provide world-class customer experience through every brand touchpoint.”

Hong Kong – TUMI, an international travel, lifestyle, and accessories brand, announced the opening of its first flagship shop in the Asia-Pacific area. The recently created store draws influence from the brand’s classic 19 Degree collection and stands as the pioneer of its sort on a global scale. It is located in Omotesando, a prominent luxury fashion hotspot in Tokyo, Japan.

TUMI hosted an exclusive VIP preview event on December 20 to celebrate this accomplishment. Victor Sanz, TUMI’s creative director, Takumi Kitamura, a Japanese actor and singer, as well as TUMI executives, business partners, VIPs, and media and influencers from different regions, attended the occasion.

The ground floor flagship store is more than 2,000 square feet in size and features a design with over 250 aluminium fins and hundreds of LED lights illuminating the distinct curves of the 19 Degree range. Inside, a 19 Degree Aluminum sculpture by Michael Murphy creates the illusion that it is changing into the TUMI “T” logo as people wander around it. It is a perceptual artwork.

Speaking about the launch, Victor Sanz, creative director of TUMI, said, “We are thrilled to unveil TUMI’s newly designed store in Omotesando. Not only is it our first flagship store in Asia-Pacific, but it’s also one of our most ground-breaking store concepts globally. We’ve taken the superior quality, design excellence and technical innovation that defines TUMI and created a completely unique design that is inspired by our 19 Degree collection. From the sculptural 3D facade to the upgraded materials, each carefully planned detail and element speaks to TUMI’s brand DNA,”

Malaysia – International travel and lifestyle brand TUMI has officially debuted its first 3D out-of-home (OOH) advertisement in a new campaign to showcase its hardside luggage, TEGRA-LITE.

In this new campaign, TUMI leverages the 3D anamorphic billboard technique to manipulate the perspective of audiences and create the illusion of a three-dimensional image on a two-dimensional surface.

Using the 3D billboard, the brand runs its 30-second advertisement featuring the components of its expandable carry-on, TEGRA-LITE. The ad shows the components of the product coming together mid-air before colliding with the surrounding walls and leaving it completely destroyed.

The innovative advertisement aims to display the strength and impact the material of the hardside luggage can create, which gives it durability and toughness. It showcases the high standards TUMI has placed in their product design for travel as it uses Tegris®, which is also used for lifesaving armour and protective sports gear.

Furthermore, the 3D advertisement also aims to ignite the TUMI brand in the region while reinforcing its performance luxury roots.

The advertisement will run in seven prime locations in Asia-Pacific and the Middle East, with the first one launched in Malaysia, followed by Indonesia, the Philippines, Korea, Japan, and Dubai as the brand works to engage all their customers through the creativity of their new campaign.

Jill Krizelman, SVP for global marketing and e-commerce at TUMI, said, “At TUMI, we are always looking to innovate and disrupt how we reach consumers. We’re thrilled to bring our much-loved TEGRA-LITE® luggage to our first 3D out-of-home ad, which demonstrates the strength and resilience of this high-performance collection featuring the ground-breaking Tegris® technology.”

Seoul, South Korea – Luxury travel brand TUMI has recently opened a pop-up experience in South Korea at the Lotte World Atrium in the capital city of Seoul. Said experience is open from July 3 to 15, and features an exhibition of current installations and artwork that creates an environment that highlights the qualities of each new item.

Professional football player, Son Heung-min and TUMI have also worked together, and personally autographed a range of memorabilia and goods for the pop-up event.

The pop-up has a sculptured front that was designed to mimic the lines of the TUMI 19 Degree Aluminum and also features a selection of TUMI’s avant-garde Hypercraft design concepts. 

At the centre of the pop-up, an artwork titled ‘TUMI Hypercraft Sculpture’ by American artist and perceptual art pioneer Michael Murphy pays homage to TUMI’s revered 19 Degree design. This sculpture, composed of suspended elements arranged in a complex pattern, takes centre stage and plays with the viewer’s perception. As one moves around it, the sculpture creates an illusion, seemingly transforming a 19 Degree Aluminum piece into the distinctive letter ‘T’ of the TUMI logo.

Victor Sanz, creative director at TUMI, said, “We’re thrilled to be presenting a manifestation of our brand and the Fall 2023 collection through the Fall 2023 Essentially Beautiful Pop-Up. TUMI’s relentless pursuit of excellence and passion for what we do is displayed beautifully through the installations. Collaborating with Michael Murphy and Son Heung-min underlines our obsession with finding beauty in the details and constantly elevating performance.” 

Meanwhile, Heung-min expressed, “I’m thrilled to be a part of TUMI’s pop-up – and even more so that we’re in my home country. Excited that everyone gets to experience the Essentially Beautiful campaign in this special place.” 

Hong Kong – International travel and lifestyle brand TUMI has collaborated with well-renowned gaming brand Razer this spring to reimagine TUMI bestsellers as limited-edition gaming gear. The collaboration combines leverages TUMI’s design and innovation with Razer’s iconic aesthetic and branding, which is well recognized in the global gaming and esports communities.

Deepening TUMI’s footing in the esports industry, four highly anticipated, co-branded styles will drop June 3rd across its markets.Each piece is co-branded with Razer’s triple-headed snake logo and signature green accents, blended with TUMI DNA. 

The take-everywhere Laptop Cover 15″ securely carries a gamer’s most prized possession while the Bozeman Sling is the ultimate grab-and-go bag for stashing cords, portable gaming gear and more. Equipped with a padded laptop pocket, the Finch Backpack is designed to carry heavy-duty gear. Gamers can also slip the Add-A-Bag sleeve over the handle of the International Expandable 4 Wheeled Carry-On Luggage for a complete travel kit.

Instantly recognizable as TUMI, the case features the beloved 19 Degree contours. Its shell and lining are both made with recycled materials, spotlighting both TUMI and Razer’s commitment to sustainability. Plus, it has a USB-C port to keep global citizens powered on their journeys.Only 1,337 units of each style from this limited collection will be released around the world. “1337” or “LEET” short for “elite,” was specifically chosen as gamers and esports athletes use this to signal the most skilled gamers.

TUMI’s Creative Director, Victor Sanz, shared, “We have fully embraced our esports category with the Razer partnership. We are looking to deliver new and exciting products that are truly in line with the attitude and passion of their gaming community.” 

“Their lifestyle is something that runs parallel to how we generate our products and how we are truly focused on all aspects of our customer’s lives, looking to ensure that only the best is in their hands for them to achieve their goals,” Sanz adds.

The two brands not only collaborated on the collection, but also on a forward-thinking, futuristic campaign concept that brings the capsule to life. The motion-packed video is set in the metaverse and pays tribute to the determination of gamers to carry their team to victory with the slogan, ‘Carry Hard’.

Meanwhile, Addie Tan, associate director of business development at Razer, commented, “We are thrilled to partner with TUMI to bring this exclusive collection to our gaming community. We know that our fans lead active lifestyles and sometimes have to carry their valuable battle stations with them while they are on the go. So, we wanted to arm them with high-quality travel gear, offering them a balance of versatility and functionality so that they can keep winning, even on the go.”

The TUMI | Razer limited-edition capsule will be available at Select TUMI stores globally, TUMI.COM, Razer.com, Select Razer China Stores, and select specialty retailers such as TMall and JD (China).

Singapore – Asia’s sports media property ONE Championship has announced a multi-year partnership with luxury travel and lifestyle brand TUMI. This move will see TUMI as the official premium luggage partner of ONE Championship. 

The partnership includes live broadcast integrations and the development of a bespoke travel case and sling exclusively designed for the prestigious ONE World Championship belt. They will also work together on various exclusive marketing and branding activations throughout the duration of the partnership.

The ONE World Championship belt case combines a tough exterior with contoured angles as a nod to the martial arts legacy contained within. Utilising TUMI’s signature FXT Ballistic Nylon, a custom form-fitted EVA interior with suede lining, and an integrated stand, this innovative travel solution provides full 360-degree protection while in transit. An illuminated TUMI logo is the final touch to this modern design.

Meanwhile, the ONE World Championship sling will allow them to carry and store the coveted ONE World Championship belt wherever they go. Featuring TUMI’s FXT Ballistic Nylon, elevated leather detailing and a quilted interior for total protection, the sling reflects the signature design language of the TUMI Alpha 3 collection.

Chatri Sityodtong, ONE Championship’s chairman and CEO, stated that the ONE World Championship belt represents the journey of the greatest martial artists who reach the pinnacle of their sports through an unparalleled passion and dedication to excellence. 

“Our partnership with TUMI celebrates this achievement by honouring and protecting their most prized possession. I am thrilled to team up with a brand of TUMI’s calibre to elevate this experience for our athletes and fans watching around the globe,” said Sityodtong.

Victor Sanz, TUMI’s creative director, said that the ONE World Championship belt is a symbol of the relentless drive and dedication that ONE Championship athletes display in the pursuit of their craft. 

“As a world leader in luxury travel accessories with a particular focus on performance, TUMI is honoured to support and elevate the journeys of these amazing athletes and partner with a like-minded organisation that defines excellence in martial arts,” added Sanz.

Singapore – Luxury travel and lifestyle brand TUMI has announced a new lineup of its esports-themed collection of bags and accessories, and first debuted on the Asia Pacific-centric reality show ‘The Apprentice:ONE Championship’.

‘The Apprentice: ONE Championship’ is a reality show first aired on the AXN Network which centers on 16 candidates from around the world competing in both business and physical challenges. The winner will receive a US$250,000 job offer to work directly under ONE Chairman and CEO Chatri Sityodtong.

TUMI appeared in one of the episodes of the reality show, where Adam Hershman, vice president at TUMI Asia Pacific and Middle East, challenged the show’s contestants to work on a 360 degree global marketing rollout plan to launch the TUMI Alpha Bravo Esports Pro collection as the ultimate luxury esports collection. 

The collection is called the ‘TUMI Alpha Bravo Esports Pro’, which according to TUMI is aimed at esports athletes and hobbyists who aim to not only survive every journey, but help themselves excel whether that’s on the road, behind the desk or being cheered on by fans.

‘Esports Pro Large Backpack’ is the flagship product of the collection, which features many compartments such as collapsible shelves that optimize organization and protection. In addition, the backpack also features a padded, expandable back pocket to hold multiple keyboards, a mouse, and other valuable tech essentials, while an additional padded laptop sleeve is located in the interior. 

Added features include a designated molded pocket on the top that gives protection and quick access to headphones. Lastly, drives and other similarly sized accessories can be secured in the rigid, molded side pockets while the integrated USB port will help keep gamers powered on the go.

TUMI offers compact accessory designs including the Pro Sling, Pro Accessories Case, and Pro Crossbody, with dimensions perfect for a handheld gaming console and peripherals. Additionally, there is a designated pocket that holds wireless earbuds. Even for gaming at home, the ample pocket space and purposeful design allow for staying organized when off the road.

For Victor Sanz, creative director at TUMI, the vision behind TUMI’s latest collection was all about looking towards those whose passion is gaming — just as innovation is theirs. In addition, they have channeled that vigor to create the ultimate collection for every gamer, as they consulted with numerous industry experts from game developers to professional esports athletes to help design top-of-the-line bags that meet, if not exceed, the needs of today’s gamers like none before. 

“Now more than ever, we see gaming as an outlet to escape our realities, striving to be the champions we all want to be. So, with guidance from those who know the industry best, we immersed ourselves into the gaming community and created innovative products they haven’t experienced yet. Each element was obsessed over and engineered to deliver optimized utility and enhance every champion’s journey,” Sanz explained.

TUMI has launched in the past its virtual experiential store which aims to give customers an immersive and enhanced omnichannel experience through augmented reality (AR)and 360-degree view rendering.

Hong Kong – Everything has gone virtual this pandemic, and TUMI, the luxury fashion brand, has also joined the lot but with an innovative spin – it launches its first virtual experiential store. 

The store is debuted first in Asia Pacific and the Middle East to launch its Spring 2021 collection. The store uses 360° 3D and AR implementations to give customers an immersive and enhanced omnichannel experience. 

The store is a perfect simulation of the physical store, with products neatly displayed around the store. Displays are interactive, where each one can easily be tapped to display essential information. TUMI has also made purchasing easier with an option to directly shop for the product or opt to contact sales associates to book a personal virtual shopping experience.

Further, TUMI maximizes the online-to-offline experience by connecting the virtual store to its other shopping channels via the Chat & Shop function. 

The brand said the virtual store is a “dynamic storytelling medium.”

“Ushering in a creative new age of digital retail that connects fans with the brand like never before, the TUMI Virtual Store is a dynamic storytelling medium that inspires customers to embark on a journey through thoughtfully designed interactive touchpoints and activations,” said TUMI in a press release.

To make the virtual experience more enjoyable and interactive, the brand has also installed a few fun ‘activities’ such as its ‘Magic Mirror Selfie’, which is usually available in offline stores, allowing one to take a three-second video selfie where visitors are able to enjoy it appear on the mirror before downloading the video file. Visitors can also play and be directed to its ‘Perfecting The Journey’ Instagram and WeChat Game by scanning a QR code viewable in the store. The game involves racing through a forest and across the city and controlling the player’s vehicle using facial movements to collect favorite TUMI bags while avoiding obstacles along the way.

To fully anchor the online and offline experience, TUMI said those visiting the physical stores in the region can explore the TUMI digital landscape via in-store kiosks. 

Together with the launch of the store, the brand has also run another first – its pilot regional live stream, similarly for customers in the APAC and Middle East region to introduce the Spring 2021 Collection, which is said to especially focus on an environment-friendly product line, using sustainable materials for its bags and luggage.