TUMI launches new flagship in Shanghai

TUMI has unveiled a brand-new flagship store in Shanghai, marking the brand's continued investment in the region and its commitment to serving the global traveller with immersive, elevated and personalised retail experiences.

The new flagship merges the brand’s signature minimalist luxury with modern architectural aesthetics, from its sculptural façade and curved LED screens to the art installation, reflecting TUMI’s commitment to purposeful, performance-driven innovation.

Echoing the sculptural elegance of 19 Degree, the flagship’s bold exterior greets visitors with a cascading metallic panel façade defined by fluid contours. This design detail nods to the collection’s signature curvature and reflects the brand’s commitment to thoughtful craftsmanship, from the outside in. Conveying effortless elegance in motion, refined scenario-based displays showcase the full range of TUMI men's, women's and travel accessories throughout thoughtfully designed spaces.

Additionally, a distinctive open-concept VIP area presents meticulously curated premium travel and luggage offerings, while clients can visit an interactive materials wall to experience TUMI’s innovations in cutting-edge design material technology firsthand.

Unique to the Shanghai flagship is a dedicated art installation space that bridges TUMI's design philosophy and local artisan culture. Rooted in respect for material integrity and purposeful craftsmanship, the debut work, Journey, was created from bamboo by contemporary artist Xu Fei. 

Exploring the intersection of movement, intention, and form, Journey draws on the ancient Chinese cosmological concept of 'round heaven and square earth' - a balance of fluidity and grounding that echoes TUMI's approach to design. The installation embodies the brand's belief that travel is not just about where you're going, but how you move through the world - with clarity, resilience, and meaning.

The brand's APAC brand ambassador Wei Daxun and TUMI's executives were invited to the launch ceremony, which saw over 500 guests exploring the space and discovered a curated selection of TUMI's premium collections, including Alpha Bravo and Harrison. 

TUMI creative director Victor Sanz (pictured second right) said: “Returning to Shanghai and seeing everything come to life was incredible. The energy in the room, the conversations, the people - it was all truly inspiring. Everyone brought something unique to the moment, and that’s what made it unforgettable. I couldn’t imagine a better way to kick off this exciting chapter for TUMI here in Shanghai.”

MARKETING-INTERACTIVE has reached out to TUMI for more information.

Last month, TUMI tapped Wei as its new Asia-Pacific brand ambassador, serving as key milestones in the brand’s continued global expansion and commitment to the global traveller.

With 29 million followers on Weibo, Wei has captivated audiences across Asia with his versatility, charisma, and sincerity. From film and television to music and philanthropy, his multifaceted career has earned him both critical acclaim and the lasting admiration of fans.

Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei naturally embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion.

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