This Fall collection, TUMI is inspired by Scandinavia. It has launched the “TUMI Scandinavian Lodge” at Pacific Place offering visitors an innovative yet interactive customer experience.
TUMI invited celebrities and fashionistas including Alex Fong, Gaile Lok, Kathy Yuen, Kelvin Kwan, Tsang Lok Tung and Janet Ma to the opening celebration of the lodge on 31 August.
Known for its simplicity, functionality, and minimalism at its heart, Scandinavian design is rooted in the elements of nature and the tradition of craft. With a new take on camouflage, classic florals modernised with shifting contrasts, reflective pops and subtle texture play, Fall 2018 presents new dimension added to classic TUMI fabrics and styles.
To showcase this season’s inspiration, TUMI unveiled the Scandinavian Lodge which showcases not only the latest travel, men and women collections, but also different interactive and tech-driven experiences for guests.
For instance, TUMI brings the personalised fashion “My Avatar” experience to the city. Guests can head to the Inspiration Cabin and step inside TUMI 360, a 3D body scanner that creates your own personalised avatar, which can be featured in a virtual journey of either New York City or Scandinavia of your choice. The personalised avatar video can be sent to guests for posting in social media.
Meanwhile, guests can discover more augmented reality (AR) experience by using the new TUMI Club App. In the lodge, there are 6 AR triggers cards being set up next to the corresponding products. By using the app and hovering the smartphone over the cards, guests can unveil video content for the products.
Besides tech-driven interaction, TUMI also brings personalised customer experience to the guests, with the Monogram Corner, where guests can have choice of brand new Scandinavia-inspired monogram motifs exclusive to the Lodge and Pacific Place store. Existing TUMI customers are also invited to refresh the monogram on their favorite TUMI products.
“The house meant to show not just TUMI innovation on the product side, but also innovation on the communication side. We are incorporating new innovation of the way we communicate with our customers,” said Adam Hershman, TUMI’s general manager China, Hong Kong and Macau told Marketing .
“Millennials are very digitally savvy. What we are trying to do is to create communications and experiences that meet seamlessly with their lifestyle, and connect with digital, social, offline experience.”
TUMI pop-up store also offers creative workshop for guests, such as the Leather Charm Workshop and the Print House Corner which allows guest to make personalised notebook to take home.
To bring a warm touch of experience, TUMI has partnered with Plat Du Jour Café. Guests in need of a pick me up after shopping at the TUMI Pacific Place store can enjoy a free coffee at the TUMI Fika Truck upon showing their same day receipt from noon to 5pm.
The Lodge is a regional offline activation rolling out across in APAC. All the lodges are built in the prestigious malls in the city. The lodge in Hong Kong is located near the TUMI boutique in Pacific Place. Hershman believed, it effectively arouses brand awareness and draws shoppers to the boutique and drives sales of the boutique.
To celebrate the opening of the Scandinavian Lodge and the launch of the Fall 2018 collection, the TUMI Pacific Place store will feature exclusive product offers.
Hershman said that TUMI is a product-focus company, yet it doesn’t miss a beat about fashion, as he has seen people are demanding more fashionable items.
The latest collection of TUMI Latitude debuts in an elegant Blush colour accented with Rose Gold trim for a strong feminine touch. Crafted from TUMI’s innovative Self-Reinforced Poly-Propylene (SRPP BallisticTM), an ultra-durable material that is lightweight, the products provide a blend of performance and style for customers.