Hong Kong, 17th September 2019 –Today, TUMI announced the launch of an exciting new retail concept at K11 MUSEA. The new store, concepted and initiated in Hong Kong, is a completely unique space that sits at the crossroads of innovation, art, design and technology. A breakthrough departure from traditional retail concepts, the new store reimagines retail and harnesses the power of imagination, curiosity and creativity – giving customers a space to experience TUMI like never before.
To celebrate the new opening, TUMI has collaborated with local Hong Kong artist Bao Ho to create an exclusive TUMI x Bao Capsule Collection and a custom digital artwork for the new store.

Integrating Immersive Art and Technology into a Ground-Breaking New Retail Experience
TUMI’s new store integrates art and design features, challenging retailing conventions with an infusion of innovative technology. Designed in partnership with Hong Kong-based multidisciplinary design studio Studio Cassells, the result is an elevated concept space that feels more like a contemporary art gallery than a traditional retail space.

The focal point is a custom, kinetic wall that constantly shifts in the background as a living art piece. The impressive, eight-meter long feature wall is made from 45 sculptures, each resembling a suitcase inspired by TUMI’s 19 Degree Collection. 40 of these pieces rotate independently in a timed sequence creating a rippling canvas for projected artwork and designs.

The traditional storefront window moves to the back, maximizing the visual impact of the feature wall. During the next few months, visitors to the space will be able to see a unique illustration by local artist Bao Ho (@simplebao) projected onto the wall. Bao’s whimsical design, inspired by what travel means to her, showcases animated characters rippling across the wall’s kinetic sculptures creating a fascinating moving art piece that brings the whole space to life. Throughout the year, TUMI will collaborate with different artists to bring fresh, unique artwork into the store, giving fans something new to discover upon every visit.

“The TUMI Store at K11 MUSEA is a new milestone for us that breaks down the boundaries and pushes us to reimagine what a retail space can be. Our goal was to create a never-before-seen concept that inspires our customers with high design and artistic collaboration at its core. With our kinetic feature wall, we showcase TUMI’s creative spirit with a sensory in-store experience that is simply not possible online or in other formats,” says Victor Sanz, TUMI Creative Director.

Designed to highlight the feature wall while integrating glass shelving and freestanding display elements, the store is open and inviting with clean lines. Soft washed gray and Carrera white marble lend a sophisticated yet understated backdrop for vibrantly colored bags and artwork to pop. Complementing its minimalist aesthetic, the store utilizes a digital ordering system for visitors to shop the full TUMI assortment and arrange home delivery. The resulting space blends TUMI products, cutting-edge design, technology and artistic collaboration into one unique retail experience.

“The ground-breaking design of the TUMI Store at K11 MUSEA is a world-first retail concept for the brand that emphasizes the brand experience of combining TUMI’s DNA with K11 MUSEA’s artistic inspiration, thereby transforming the location into both a showcase for product and a canvas for artistic expression,” said Adam Hershman, General Manager for TUMI Greater China, APAC Distribution and Travel Retail.

TUMI x Bao Ho Capsule Collection at K11 MUSEA
To further celebrate the new store opening, TUMI collaborated with Hong Kong artist Bao Ho on an exclusive collection that showcases the store’s art-influenced roots. In addition to the unique digital artwork on display in store, Bao brings her expressive signature style to a capsule collection of popular TUMI styles. Characterized 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. The Collection includes: Tahoe Finch Backpack, 19 Degree Polycarbonate in International Carry-On (HK$5,490) and Extended Trip Packing Case sizes, Voyageur Rivas Backpack, Just In Case® Tote and a Charm Dangler.

The new TUMI Store will be the latest addition to K11 MUSEA, the brainchild of Adrian Cheng. K11 MUSEA is the crown jewel of K11’s museum-retail concept, curated to offer visitors the best-in-class immersive retail experience along a reinvigorated Tsim Sha Tsui harbour front. Visit the new innovative TUMI Store at K11 MUSEA to experience TUMI as never before.

About TUMI
Since 1975, TUMI has been creating world-class business and travel essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. The brand is sold globally in over 75 countries with upwards of 2,000 points of sale. For more about TUMI, visit www.TUMI.HK.

New TUMI Store at K11 MUSEA (Open from 26th August, 2019)
Shop 117, Level 1, K11 MUSEA, Tsim Sha Tsui, Kowloon
(852) 3101 0873
TUMI Stores in Hong Kong
Shop 2010, Podium Level 2, ifc Mall, Central, Hong Kong
(852) 2790 1912
Shop 323B, L3, Ocean Centre, Harbour City, Tsim Sha Tsui, Kowloon
(852) 2113 2704
Shop 142, Pacific Place, 88 Queensway, Admiralty, Hong Kong
(852) 2918 4688
Shop 405, Times Square, Causeway Bay, Hong Kong
(852) 2111 8293
Shop 2127, Second level at Elements, 1 Austin Road West, Tsim Sha Tsui, Kowloon
(852) 2168 4100
Shop B6-7, Basement, Landmark, Central, Hong Kong
(852) 2869 7488
Shop LG2-13, Festival Walk, 80 Tat Chee Avenue, Kowloon
(852) 2157 0251
Unit 6E154A, Level 6, East Hall, Terminal 1, Hong Kong International Airport
(852) 3460 5727
TUMI in Macau
TUMI Stores
Shop 505, Bridge Street, Shoppes Grand Canal, The Venetian Macao Resort Hotel, Macau
(853) 2882 8361
Shop240, 2/F, One Central Macau, Avenida de Sagres, Nape, Macau
(853) 2875 1620
Shop 1028, Galaxy Macau Resort, Cotai, Macau
(853) 2882 7703
TUMI Retailers
Shop 2-10A, 2/F New Yaohan, Avenida Comercial de Macau
(853) 2875 2071

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please contact PLUG Agency:
Alison Li | alison@plug.agency | 3422 3440
Najuka Redkar | najuka@plug.agency | 3422 3518