TUMI turns Central into the riviera with 'Mediterranean escape' takeover

Building on the global debut of “Mediterranean escape” in Koh Samui, TUMI has continued the celebration by bringing warm coastal vibes to Hong Kong.

Bringing expressive new colours, prints, and textures across TUMI’s most iconic silhouettes, the campaign captures a joyful, transportive vision where design meets destination.

Directed by Piero Bressan and photographed by Dario Catellani, “Mediterranean escape” transports viewers to Villa Fortaleza and Cala San Vicente in Mallorca, Spain. The campaign reflects a sense of ease — where travel becomes immersive, expressive, and grounded in the spirit of the destination.

At the heart of the collection is a bold new seasonal palette introduced across key TUMI collections, including the iconic 19 Degree Collection. Lush thyme greens, sun-washed terracotta, and radiant sunlit yellow reimagine sculpted silhouettes through destination-inspired hues.

Beyond 19 Degree, the seasonal story extends across travel essentials and lifestyle silhouettes, showcasing new textures and material expressions designed to evoke Mediterranean ease. A raffia-inspired capsule brings woven warmth to the newly expanded Olas Collection, balancing artisanal texture with modern construction.

Anchoring this vision in the city, TUMI brought the collection to life with a Mediterranean‑inspired event at Louise, a one‑Michelin‑star restaurant in Central, on 17 April. The exclusive gathering welcomed Chinese‑American actress and singer Fala Chen and Hong Kong Olympic swimmer Stephanie Au.

Guided by the spirit of escape, the two‑storey venue was transformed into a Mediterranean marketplace — an elegant coastal setting with lush lounge spaces and garden‑style areas inspired by the region’s vibrant way of life. Splashes of thyme green, sun‑washed terracotta, and radiant yellow echoed the collection’s destination‑inspired palette.

Welcomed with a refreshing cocktail and lemon sorbet, guests stepped into a sunlit Southern European oasis, complete with Mediterranean‑print umbrellas and al fresco seating.

The journey continued with a series of intimate, immersive workshops. Guests were invited to design bespoke lemon‑shaped aroma stones, personalised with colour and infused with a TUMI scent to evoke warm summer memories, while a mosaic tile‑making experience encouraged them to craft intricate coasters, capturing the Mediterranean spirit of creativity, connection, and effortless travel.

Aris Maroulis, head of TUMI Asia‑Pacific and the Middle East, shared, “Our Spring 2026 Collection celebrates a relaxed expression of escape, spotlighting TUMI’s evolving women’s and lifestyle collections in a new light. To share this with our guests in a meaningful way, we designed a sensorial journey that brings a different side of TUMI to life, as if the brand itself were on vacation.”

MARKETING-INTERACTIVE has reached out to TUMI for more information.

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