New Tumi retail concept opens at K11 Musea

A new Tumi retail concept was unveiled this week, located in K11 Musea at Kowloon.

Designed in partnership with Hong Kong-based design house Studio Cassells, the focal point of the store is a custom kinetic wall made from 45 sculptures, each resembling a suitcase inspired by Tumi’s 19 Degree Collection. The traditional storefront window is moved to the back, maximising the visual impact of the feature wall.

The dynamic wall resembles a canvas with artwork projected onto it, which will change during different artist collaborations, mimicking the concept of an exhibition. A luxurious marble interior highlights products like artworks and is an expression of the evolution of Tumi, showcasing innovation and art together, as shared by Victor Sanz, the brand’s creative director.

Adam Hershman, GM of Tumi Greater China, APAC distribution and travel retail, describes the new Tumi retail concept as “an amazing story-telling opportunity for us where we get to talk about Tumi’s brand values and combine them with the inspiration of this [mall], which is very much art inspired”.

The Tumi store features a curated selection of its best collections with products it says represent a fusion of the new generation and the legacy of the brand.

Hershman told Inside Retail Asia that the Tumi shopper at K11 Musea is looking to be seen exploring uniqueness which can be found through its innovative products.

To celebrate the new store opening, Tumi collaborated with Hong Kong artist Bao Ho (@simplebao) on an exclusive capsule collection that showcases the store’s art-influenced roots. Characterised by a robot in a signature “Bao blue”, the street art-inspired illustrations inject a fun and dynamic energy into the Tumi x Bao capsule collection.