TUMI DNA Loft
The Challenge
TUMI, the leading international brand of travel, business and lifestyle accessories, wanted to launch its new campaign for Asia Pacific & Middle East starring Hollywood actor Chris Pratt. TUMI wanted an immersive retail pop-up experience created around the brands differentiated DNA – Its innovative spirit, creativity, and heritage.
The Approach
To capture the brand DNA, LORE created the TUMI Loft, an open-air structure made of exposed steel with raw concrete floors. The TUMI Loft installation transported its visitors to the industrial yet cosmopolitan essence of the brand’s New York roots. The creative and experiential space allowed guests to enjoy various activities including TUMI’s Augmented Reality technology on the TUMI Club App, Style Corner, and DIY Painting Experience Zone. LORE also arranged the press conference and opening cocktail as well as the trip for celebrity Chris Pratt. The result was an inspirational concept space that highlighted the innovative design character of TUMI while bringing the brands essence and values to life. At the TUMI Loft, bags aren’t products, they are catalysts for an experience.
Awards
2020 / Silver Best Idea Public Relations / MARKies Awards / TUMI Loft
2019 / Gold Best Use of Technology / Marketing PR Awards / TUMI X Chris Pratt @The TUMI Loft
2019 / Gold Campaign of the Year / Marketing PR Awards / TUMI X Chris Pratt @The TUMI Loft
2019 / Silver Best PR Campaign Consumer Brand/ Marketing PR Awards / TUMI X Chris Pratt @The TUMI Loft
2019 / Bronze Best Promotional Campaign/ Marketing PR Awards / TUMI X Chris Pratt @The TUMI Loft
2019 / Bronze Best PR Event / Marketing PR Awards / TUMI X Chris Pratt @The TUMI Loft
Client
TUMI
Year
2019
Industry
Luxury
Services
Pop Up Launch
Event Photos
“The TUMI Loft that we did in Pacific Place really took the customer through a physical representation of who we are as a brand in different formats. It’s been super successful.”
