TUMI California House

The Challenge

Premium travel and lifestyle brand TUMI wanted to launch its new Spring/Summer 2018 collection inspired by the landscapes and creative energy of California by creating a sophisticated retail pop-up experience. In addition to the design, TUMI wanted a range of activities, games, gifts and shopping incentives to attract visitors and sign up members.

The Approach

To bring the world of the West Coast-inspired collection to life, LORE created the TUMI California House, a luxury lifestyle destination inspired by the beautiful beach houses in sunny Malibu, right in the middle of the ifc mall Atrium. LORE’s audience insights helped to conceive the standout idea that positioned the TUMI pop-up as an aspirational lifestyle experience. Over a four day period, the chic West Coast style mid-century house offered visitors a chance to explore the new travel assortments in three themed rooms. The men’s collection was displayed in a modern lounge setting with a military styled pegboard wall. The women’s line was showcased in a lavish walk-in closet featuring a Magic Mirror photo booth while the travel collection was brought to life in an outdoor garage complete with a jaw dropping Shelby Cobra Roadster and an outdoor active equipment display. For guests seeking an adrenaline rush, the TUMI Surfing Simulator game challenged top riders to win exclusive gifts.

Awards

2018 / Gold Best VIP Event / Marketing Events Awards / TUMI House

2018 / Bronze Best Exhibition Event / Marketing Events Awards/ TUMI House