TUMI BULLETINJune 2014

TUMI BULLETIN

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GOINGWESTHome to TUMI’s creative director George Esquivel,

America’s West Coast is one of the most buzzingly creative stretches of sea and sand in the world; a sequential hotbed for fashion and emerging trends and a suitable destination for TUMI.

Known for his unique, crafted style, George gave a passionate presentation on the inspiration behind TUMI Fall Winter 2014 collection to guests coming from as far as L.A. and as wide as Orange County.

It was the first time TUMI had presented to the media on the West Coast, and the guests left inspired by the looks and new direction of the striking new collections.

Pops of color: TUMI accentsTUMI’s George Esquivel with Hollywood’s Jason Bateman

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ALL THAT GLITTERS

Aglittering, golden Tegra-Lite® greeted editors from England’s most prestigious publications as they arrived at TUMI’s Percy Street showroom.

The Tegra-Lite® showcased TUMI’s Golden Ticket competition – which offers entrants the chance to win themselves the trip of a lifetime – as well as bringing attention to TUMI’s upcoming flagship store set to open on London’s iconic Regent Street.

The lucky guests got a preview of TUMI’s Fall Winter 2014 collection, with a sneak peek that included new lines like CFX and Mission, alongside exciting new pieces for existing lines Alpha Bravo, ALPHA 2 and Voyageur.

Buzzing around the displays and snapping photos, the visiting media chatted happily about TUMI’s new creative direction, with Tegra-Lite® Max and CFX both standout successes. The new Alpha Bravo Cannon Backpack and Mission Folson Duffel were the pick of the bunch with the style-conscious men’s editors.

Journalists tagged their photos with #TUMIgoldenticket and @tumiUK and were entered into a draw to win their own Jonathan Adler for TUMI Extended Trip Packing Case, and the competition received an impressive 437 likes.

CFX

Mission

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TALKING TUMIWhen TUMI e-vites flew into the inboxes

of Japan’s top media publications, the response was overwhelming. A group of more than 100 editors, stylists and writers arrived at TUMI’s Fall Winter

2014 collection preview – going to show that when TUMI calls, the media always answers.

The elegant white setting allowed the new collections, assortments and colors to speak for themselves, and TUMI’s new creative direction was met with a positive response from the guests. Editors especially loved the Alpha Bravo Meridian Wheeled Duffel for its functionality as well as the overall styling.

Also coming in for praise was the Alpha Bravo Cannon Backpack: a hit with the editors from the younger, casual media outlets.

Guests left with their own Leather Zip Watch Case gifts and the event will help to generate a number of press clippings and build buzz towards the upcoming season.

New hues: TUMI’s Fall Winter Collection

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Blogger Rachel Parcell’s personal style shares a lot of synergy with TUMI’s designs: timeless, sophisticated and practical.

With photos of her trademark fashion sense on show, Rachel’s blog The Pink Peonies soon turned into one of the world’s fastest-growing fashion sites, and the perfect place for a TUMI collaboration.

Rachel will receive Jonathan Adler For TUMI products to feature in her popular blog posts, as well to share with her strong social media following – which includes an impressive 103,000 followers on Instagram and more than 38,000 on Facebook.

The exciting collaboration will help TUMI tap into Rachel’s position as a standout online style icon, while also projecting the glamorous spirit of Jonathan Adler for TUMI into the fashion and lifestyle blogosphere.

PINK PEONIES

Always in fashion: Blogger Rachel Parcell

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With their boarding pass-inspired invitations in hand, journalists from Asia’s most influential media boarded the three elevators needed to whisk them to the top

of one of Hong Kong’s tallest and most iconic skyscrapers. They were greeted on the 75th floor by a 360-degree panoramic view of Hong Kong, the breathtaking backdrop to TUMI’s much-anticipated 2014 regional press event.

Welcoming guests to the Apex of Central Plaza were TUMI’s Managing Director in Asia, Tom Nelson, and TUMI’s Global Creative Director, George Esquivel. They were joined by TUMI’s first-ever Asia Global Citizens: Dominic Lau, one of Asia’s most prominent TV and radio presenters, and Jamy Yang, one of the region’s most accomplished industrial designers.

TUMI ASIAGLOBALCITIZENS

From left: George Esquivel, Jamy Yang, Tom Nelson, Dominic Lau

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Exhibits included a video wall and a 3D photo wall that showcased some of the thousands of images that TUMI users across Asia had submitted or had tagged online with the hashtag #TUMIGLOBALCITIZENS.

Also on display were art pieces created by some of Asia’s most influential key opinion leaders. They had picked their favorite TUMI bag and taken it on purposeful journeys. The pieces they created were inspired by the trips they went on.

Inspired by the adventures and purpose of recent journeys traveled by Dominic, Jamy and TUMI Trailblazers from all across Asia, the event celebrated the borders they hopped, the boundaries they blurred and the trails they blazed.

Giant wall of travel journals by TUMI trailblazers

3D photo wall of TUMI’s trailblazers

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Freeman LauHong Kong-based designer Freeman Lau was inspired by how travel enriches people’s lives by connecting them. His colorfully interconnected ALPHA 2 cases are a metaphor for how people can touch each other’s lives if they travel with an open mind.

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Barney Cheng

Ung Yiu Lin

Freeman Lau

Karen Pamintuan

Joel Neoh

Simon Westcott

Ung Yiu Lin

Joel Neoh

Karen Pamintuan

Simon Westcott

Malaysian designer Ung Tiu Lin was moved by a memorable trip she had with her baby daughter and created her art piece with mementos from their journey.

Joel Neoh, vice president of Groupon Asia, oversees the company’s deals-of-the-day in over 12 countries, so transformed his ALPHA 2 into a personal workspace with space for photos and a compartment for souvenirs.

TV host Karen Pamintuan is no stranger to going to new places for food and fashion as part of her programme in the Philippines. A horse fanatic, she took her Vapor case to her recent equestrian training trip to Bohoi and her art piece was inspired by her journey.

Simon Westcott, CEO and owner of Luxe City Guides, created a huge travel guide with some pithy tips that came to his mind on a recent trip to London with his Santa Monica Bashford Leather Duffel.

Barney Cheng Barney Cheng, stylist to the stars, took his Alpha Bravo Lejeune Backpack to Niseko in Japan, and was inspired by the mountain resort to create a couture ski suit using TUMI FXT ballistic nylon®

and his flawless tailoring.

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Jesper McIlroy

René Chu

Charlotte Chen

Pham Hoai Nam

Photographer Jesper McIlroy picked the ALPHA 2 as his favorite TUMI case. His art piece reflected his fascination in the transformative power of photographs, by chronicling his journey from his rural roots in the American Midwest to his current home, the concrete metropolis of Hong Kong.

Mike Lewis Mike Lewis, one of Indonesia’s leading actors and models, created a photo wall inspired by trips around the country with his ALPHA 2 case.

Sunglasses designer René Chu was inspired by her recent trip to the Coachella Festival in California with her Vapor case, and recreated the festival spirit with a tent and her favorite festival essentials.

Hong Kong socialite and blogger Charlotte Chen helps people to discover and remember the world’s coolest places to eat, shop and hang out through her Spottly app. Charlotte was inspired by Tracey Emin and created a neon sign that showed her most memorable moments with her TUMI Vapor case.

Pham Hoai Nam, another prominent photographer, was inspired by his recent trip to Ukraine, and created a message of peace with his photos printed on cloth and combined with hand drawings. He chose an ALPHA 2 case as his trusted companion on his journey from Vietnam to the troubled region.

Eric So Multimedia artist Eric So believes that everyone should spend at least half their lives traveling, so for his art piece, he created a tally of the 28 journeys he had traveled with his TUMI Vapor.

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Another undoubted highlight of the event was an original design that was inspired by TUMI, created by Jamy Yang. His Travel Case-Turned-Car eliminates the effort and stress often associated with travel, by retaining its original function but integrating an electric motor and an extra wheel that is able to carry the tired traveler wherever they need to go. Also on display was the Ducati motorcycle that formed part of one of Dominic Lau’s journeys from script to screen.

One of the centerpieces of the event was a tall wall of TUMI travel journals that were filled with the mementos, photos, writings, illustrations and countless other meaningful items that recounted the roads that were travelled by TUMI trailblazers across Asia.

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Dominic Lau’s Ducati motorcycle

Jamy Yang’s TUMI-inspired Travel Case-Turned Car

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The event reached its climax when the videos showing the journeys of TUMI’s two Asia Global Citizens were premiered. In his video, Dominic let the audience see the little-seen side of his off-screen journeys, where – away from the cameras and the buzz – he often needs to travel alone, prepare constantly for his airtime, and discover inspiration from new people he meets. Jamy, meanwhile, showed how much he had in common with TUMI, by taking the audience on the journey of designing a meaningful product – from seeking inspiration, to shaping ideas, to creating something extraordinary.

More than 200 guests attended, including media and trailblazers from Hong Kong, China, Taiwan, Singapore, Malaysia, Indonesia, Philippines and Vietnam, including the two Asian Global Citizens. One event session was held for Hong Kong media, followed by a second session for international press. Afterwards, a media dinner was held at Mott 32, one of Hong Kong’s most exciting new East-meets-West restaurants.

At the event, members of the media were presented with press kits that included a blank TUMI travel journal – inspiring them, too, to go on a journey.

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World premiere of the Asia Global Citizen videos

Pinning locations onto a TUMI map

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With a stunning resumé that includes John Galliano, Kenzo and Christian Dior, designer Kyuin Chae now gets his inspiration from TUMI.

The hip, arty and design-minded area of Hongdae welcomed Kyuin as he put on a special exhibit of his stylish designs, two of which were artistic fashion pieces made with TUMI’s trademark materials.

The showcase had a chic and cool vibe, with live music provided by energetic indie band From The Airport, and the successful exhibition helped TUMI make an important statement: a bag is not just something to use, but something to wear.

HONGDAE STYLE

Kyuin Chae alongside a few of his designs

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Jonathan Adler for TUMI is set to top-up the glamorous spirit and natural charisma of five Hollywood actresses, as part of a special gifting campaign.

The stars of the silver screen – who constantly traverse the globe to make movies and TV appearances – have been carefully selected to receive the gift of perfect travel: a Jonathan Adler for TUMI luggage set.

The five chosen stars’ personalities share affinity with TUMI’s inspirational brand values, and the gifts will help TUMI engage a younger audience who will appreciate the collection’s playful prints and irreverent slogan.

THANK YOUR LUCKY STARS

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A city normally known for its subtle and understated brand of fashion, Milan got a bright and colorful makeover as TUMI’s Jonathan Adler-themed media party kicked off, bringing

As part of Milan Design Week, TUMI partnered-up with popular online magazine Fashion Times to promote the celebration, and the collaborative social media campaign saw clients and press from lifestyle, fashion, travel and business arrive from far and wide to sip Prosecco, nibble canapés and check out the playful and irreverent collection.

Guests posed in a colorful TUMI-themed photo booth and the resulting snapshots were uploaded to social media, receiving 584 likes.

Outside of the booth, guests tested their creative instincts by entering a TUMI photography competition – the three most impressive photos uploaded to social media won a special TUMI case.

The media reveled in the energy of the party and the Jonathan Adler for TUMI collection proved popular with 14 online articles published as a result.

the city to life with some pops of color.

CIAO,JONATHAN!

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REGENT STREET, LONDON

TUMI STORE OPENINGTUMI opened up a brand new

flagship store on London’s iconic Regent Street.

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HEATHROW TERMINAL 5, LONDON

TUMI POP-UPThe busiest airport in the world

welcomed the hottest brand in travel, as TUMI erected a pop-up store.

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TUMI continues to thrive, with two brand new stores opening in the U.S.

ANNAPOLIS, MARYLAND

Composure: Eric Whitacre greets shoppers

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CHINOOK, MONTANAClass in contrast: Pops of color among classic shapes