TUMI Mediterranean Escape 2026

The Challenge

For over eight years, premium travel and lifestyle brand TUMI has collaborated with LORE to create the latest seasonal collection of pop-ups and retail displays based on the campaign vision of the global creative director Victor Sanz.  

Spring/Summer 2026 echoed the rich spirit of a Mediterranean escape. Working closely with Victor and the regional marketing team, LORE was challenged to translate TUMI’s evocative coastal travel philosophy into a tangible destination space that could adapt to any outpost size and experiences globally. The concept had to blend an effortless style with a sense of freedom and adventure. 

The Approach

LORE developed the global creative concept from the ground up, bringing Victor Sanz’s vision to life through the “TUMI Mediterranean Escape”—a flexible, villa-inspired retail ecosystem designed to seamlessly connect interior and exterior spaces. 

Then LORE developed a comprehensive, scalable design toolkit that enabled the “TUMI Mediterranean Escape Pop-Up” to be adapted across three distinct footprints — Small, Medium and Large —as well as lifestyle experiences while maintaining a consistent global brand identity and design language. 

Key Design Elements 

• Layered Destination Storytelling: Architectural, lifestyle and experiential elements work together to evoke an aspirational Mediterranean retreat and the feeling of escape. 

• Venue Integration: Maintains open sightlines to surrounding stores, responding to landlord requirements while ensuring neighbouring retail spaces remain visible. 

• Versatile Application: Seamlessly adapts across multiple venue sizes, window displays, press events and in-store styling, providing a consistent experience across all markets.  

Experience & Delivery 

LORE concept expresses lifestyle-driven vignettes balancing utility with visual impact, where deep Aegean blues, sunbaked terracotta's, and sandy neutrals come together in a palette that captures the essence of escape. 

A series of sensory journeys invite natural exploration through whitewashed plaster, terracotta floors, vivid blue frames, arched recesses, and integrated lounge seating. Outside, a courtyard with a rustic bar and shower stations surrounds a swimming pool, telling a subtle, authentic Mediterranean story without feeling overly literal and themed. 

Spring/summer colours and prints—Lemon Yellow, Thyme Green, and the hero pattern—animate pool ladders, lounge cushions, and parasol upholstery. Olive trees, potted lemons, and fragrant lavender soften architectural lines, while varied flooring—textured terracotta, patterned accent tiles, and limestone crazy paving—adds tactile warmth, creating an aspirational, effortlessly luxurious retail environment. 

The global rollout of LORE designs for each successfully launched flagship large pop-ups at three locations: Shanghai Grand Gateway 66, Senayan City in Jakarta, Indonesia, and Shinsegae Department Store in Seoul, Korea. 

Tiered Global Blueprints: LORE scaled the main villa concept into three pre-engineered, modular configurations: Large (multi-zone villa), Medium (linear arcade), and Small (villa portal). LORE then designed the standalone elements for window concepts and in-store setups, like in Jamsil, Seoul. Special country press events and a regional press day held in Tokyo had extra layers of experiences; the framework offers the flexibility to integrate fresh creative assets from incoming global campaigns, such as for the regional press event in Koh Samui, Phuket and Thailand. 

Mediterranean-Inspired Activations: Thanks to LORE’s background in experiences and theatricality, the pop-ups and events are meant to be experienced rather than a passive walk-through. LORE developed a full suite of immersive experiences of pure summer fun to elevate each outpost of the global roll-out. Curated F&B offerings of regional flavours—from limoncello, lemon gelato, and fresh lemonades to artisanal coastal coffees—tactile workshops and pop-up stations, deeply engaged visitors amongst which DIY aroma stone crafting, tiled coaster crafting, bespoke flower carts, themed nail art, and custom postcard stations.  

Results

These seasonal plug-and-play “pop-up” toolkits bring incredible value for retail brands such as TUMI, packed with their experiential activations: 

• It enables TUMI regional marketing and visual merchandising teams to deliver effortlessly a consistent brand experience across all markets.  

• TUMI retailers and distributors implement locally with precise production guidelines.  

The curated workshops and high-touch sensory activations significantly increased dwell time, directly driving rapid global CRM enrolment. 

This collection was probably one of the most successful campaigns – visually and experientially addictive – which drove major social media traction with press, KOLs and visitors that boosted sales and brand recognition.  

What will be the next season?

Accolade

“The Mediterranean represents a slower, more intentional rhythm of travel. For Spring 2026, we embraced that sensibility, the idea of traveling while fully experiencing every moment through the senses.”

Official campaign press release and brand statement.

Source: FashionUnited UK / Retail Gazette

“The sounds, smells, tastes, textures, and surroundings come together to create a lasting emotional connection long after the journey ends. We infused that sensorial richness into our most iconic collections, using color to tell a story of movement and discovery.” 

Source: Tatler Asia / FashionUnited UK