TUMI's new K11 MUSEA store bucks retail conformity with a gallery aesthetic and local art

Upmarket luggage provider Tumi has opened an extremely chic new store at Hong Kong's recently opened K11 MUSEA shopping mall and to mark the occasion the outlet is showcasing a fresh aesthetic and a collection by Hong Kong artist Bao Ho.

Matching with K11 MUSEA's art museum meets shopping haven aesthetic, the new store incorporates impressive design in its layout, mimicking a contemporary art gallery rather than a traditional retail space. Designed in partnership with Hong Kong-based multidisciplinary design studio Studio Cassells, the store's most striking element is an art piece wall which constantly and hypnotically shifts.

What's a really nice touch is that eight-meter long feature wall is made from 45 sculptures resembling suitcases. To maximise the visual impact of the wall, the storefront window has been moved to the back.

"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," said Victor Sanz, creative director of TUMI.

"Our goal was to create a concept that inspires our customers with high design and artistic collaboration at its core. With the feature wall, we showcase TUMI's creative spirit with a sensory in-store experience that is simply not possible online or in other formats," he added.

To celebrate the opening, TUMI has also collaborated with local artist Bao Ho to create a collection of five items - including two backpacks, a tote bag, and two cases - inspired by the city's street art illustrations

"Collaborating with Bao Ho, we set out to create something really fun and dynamic which would encapsulate all the excitement and joy of travel. Bao's distinctive style and intricate characters really give these pieces a new dimension and a unique identity that we feel will resonate with our customers," concluded Sanz.