TUMI
case study
We created not only a store but also a reflection of their brand personality.
- Client:
Tumi, Inc. - Location:
Cranbury, New Jersey - Project:
New store design - Objective:
Create a three dimensional representation of the Tumi brand that displays their products well - Disciplines:
- strategy
- packaging design
- environmental graphics
In 1997 Tumi, a leading luggage manufacturer in the US, shifted from a having a presence in other people’s outlets to opening stores of their own. Through several brainstorming sessions we helped them define what the Tumi brand stood for and later interpreted the conclusions into a three dimensional environment.
The store design makes the product the hero by using of white walls and light woods as the backdrop for the dark merchandise. The space is punctuated in four locations with large scale graphics drawn from their advertising. This not only breaks up the environment but also reinforces their brand image. We used large, changeable, magneticbacked graphics applied to curved metal walls in the windows and on the side walls.
Customers are drawn through the store to a large grid wall at the back of the store that could show either: one large graphic; several small images; product displays; or any combination of the three.