TUMI's Essentially Beautiful Pop-Up store finds its corner in Seoul’s Lotte World Mall Atrium

The international luggage maker TUMI thinks it is the brand's responsibility to preserve the environment for travellers. As an outcome, TUMI incorporates aluminium, a green metal, in their suitcase, displaying a clean, professional outlook while keeping it lightweight for its goal of travel friendliness. At its new pop-up at Seoul's Lotte World Mall Atrium, it showcased its new elevated collection.

TUMI's "Essentially Beautiful" pop-up event features goods inspired by the brand's distinctive aesthetic designs and workmanship. The collection creates an equilibrium amid utility and attention to detail, with notable characteristics including improvements to the 19 Degree line, the introduction of Georgica bags, and the Alpha X collection's high-performance elegance.

For TUMI's pop-up event, Michael Murphy developed the TUMI Hypercraft Sculpture. It's a multidirectional perspective sculpture with suspended pieces that create the optical illusion of a 19 Degree Aluminum piece morphing into the letter "T" from the logo. It provides an artistic and aesthetically appealing touch to the event while remaining consistent with the corporate identity.

Michael Murphy said: "I refer to my work as perceptual art because the emphasis of the work is on the viewer's perception. TUMI approached me as they were looking for something unique, and they presented me with the 19 Degree, and I "solved" that. The sculpture is a composite of aluminium and some other materials — there is aluminium on both sides and a photo print on the front."

Son Heung-min, who made a guest appearance at the occasion, also stated: "I'm thrilled to be a part of TUMI's pop-up — and even more so that we're in my home country. Excited that everyone gets to experience the Essentially Beautiful campaign in this special place".

Adam Hershman, the Vice President of TUMI Asia Pacific and Middle East, further added that TUMI's Essentially Beautiful Pop-Up celebrates their brand DNA, including attention to detail and high performance. Despite the pandemic, TUMI continued to innovate in their men's and luggage collections. They offer lightweight and high-durability products for leisure travel, office use, gym, tote bags, golf, tennis, and snowboard bags. TUMI exists at the crossroads of design, function, and performance. Customers are more into active lifestyles, and TUMI is leaning into that with their choice of ambassadors.