NEW YORK — Tumi is updating its image. With men’s wear veteran David Chu at the creative helm, the upscale luggage and accessories maker is repositioning itself as a larger, more fashionable player in the luxury market with a new advertising campaign, expanded product offerings and an updated retail concept.
The brand’s redesigned Madison Avenue boutique, which had a soft opening 10 days ago, debuted Chu’s stylish vision for what is to become Tumi’s signature look. Enormous red Murano glass chandeliers accent soft cream-colored walls and sleek new fixtures. Design elements, including polished macassar ebony, nickel, and limestone floors with granite trim, evoke the art deco era, but with an updated modern touch.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"