Virtually Incredible!

Luxury maison TUMI is on top of the travel lifestyle game, with the launch of its first-ever virtual store, that delivers a rich, seamless digital experience, with content-rich experiences such as fun selfies and videos, and dynamic viewing of the brand’s products in mesmerizing 360o 3D and Augmented Reality.

Virtually Incredible! TUMI Virtual Shop View Front

This season, TUMI, the leading international travel, lifestyle and performance luxury brand, launches the breakthrough TUMI Virtual Store to debut its Spring 2021 collection and deliver an immersive and enhanced omnichannel experience to customers all around the Asia Pacific and Middle East region.

Virtually Incredible! TUMI SS 21 collection

Ushering in a creative new age of digital retail that connects fans with the brand like never before, the TUMI virtual store is a dynamic storytelling medium that inspires customers to embark on a journey through thoughtfully designed interactive touch points and activations. From exploring the Virtual Store’s sophisticated visual presentation of a cutting-edge space to engaging with shareable social photo moments and entertaining mini-games; guests can also discover TUMI products via mesmerizing 360° 3D and AR implementations and shop the Spring 2021 collection’s latest styles.

Virtually Incredible! TUMI Virtual Store - shelf and AR bags on display

Further enhancing the overall TUMI O2O ("Online to Offline" but also "Offline to Online") shopping experience, the Virtual Store is connected to other TUMI shopping channels via its Chat & Shop function allowing for seamless customer movement to the point of purchase. Customers exploring the Virtual Store can easily connect with sales associates to ask for advice and questions, and to place orders, or they can do so via the connected local e-commerce websites. Furthermore, those visiting the TUMI physical stores in the region can explore the TUMI digital landscape via in-store kiosks, for an enhanced offline experience.

With the goal of being everywhere where the customer is, the Virtual Store adds another dimension in TUMI’s evolving omnichannel retailing approach conveying both the best of TUMI’s modern design aesthetic and its commitment to innovation. As another pioneering landmark for the brand, the launch of the TUMI Virtual Store also saw TUMI rollout its first-ever Regional Livestream Event, bringing all of the Asia Pacific and Middle East customers together in the digital realm to unveil the Spring 2021 collection on February 4, 2021 at

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“The TUMI Virtual Store is an incredible milestone for the brand. For the last few years, we have been pioneering new digital experiences and looking for ways to enhance and elevate the customer journey,” says Adam Hershman, Vice President of TUMI, Asia Pacific and Middle East. “Our new Virtual Store is part of this holistic approach to connect with our customers wherever they are and evolve with their changing circumstances and lifestyles. Accelerated digitization and shifting customer habits brought on by the turbulent 2020 have reinforced this direction and shown that we must continue to create exciting, meaningful interactions both in the physical and digital worlds. Through the TUMI Virtual Store and our Regional Livestream Launch Event, we are excited to welcome fans to experience the latest innovation from TUMI as well as our new Spring 2021 collection.”

Virtually Incredible! TUMI Virtual Shop - TUMI AR products

Pioneering A Truly Interactive Digital Experience with the TUMI Virtual Store

More than just a shopping destination, the new TUMI Virtual Store engages visitors with digital interactive activities that offer a fresh, state-of-the-art evolution of more traditional digital retail concepts. Discover and activate these fully integrated touch points as you explore every section of the TUMI Virtual Store to uncover the new possibilities of this elevated virtual experience.

Virtually Incredible! TUMI Virtual Store - another view of the shelf

  • Interactive Product Displays: Products displayed throughout the Virtual Store can easily be tapped to display essential information and to shop. Additionally, you can view selected TUMI products in 360 3D and use AR to virtually place certain styles in your surroundings. For the ultimate customer experience, visitors will be able to either shop selected products now or contact sales associates to book a personal virtual shopping experience.

The new TUMI Spring 2021 Collection makes its debut in stunning fashion with the brand’s first-ever regional livestream event. Giving fans across Asia Pacific and Middle East unprecedented access and insight into this season’s hottest new launches, TUMI unveiled the Spring 2021 collection with a virtual runway show along with exclusive presentations by Victor Snaz, TUMI. Creative Director, and Adam Hershman, Vice President of TUMI, Asia Pacific and Middle East.

Virtually Incredible! TUMI SS 21 luggage

“The past year has shown us the importance of connection and we at TUMI have been exploring and developing new ways for us to connect and engage with our community as a result,” says said Victor Sanz, Tumi Creative Director. “This season, we are thrilled to elevate the experience of our Asia Pacific and Middle East fans with the new TUMI Virtual Store and our first-ever regional livestream event. I am personally so honoured and excited to be able to introduce the Spring 2021 collection to our audience across the entire region for the first time! I can’t wait to show you how the TUMI DNA lives on in our Spring 2021 launches, share our latest innovation, and highlight how sustainability is playing a big role in this season’s collections and the brand moving forward.”

For Spring 2021, TUMI explores the idea of migration to approach the collection with a contemporary lens. The new collection sees TUMI continue to hone in on sustainability as a key focus for the brand moving forward, not only through the use of innovation, sustainable materials, but also with design that extends beyond singular, season function. This commitment to sustainability is exemplified in this season’s iconic Alpha Bravo Collection, with new seasonal colours in Navy Camo, Russet and Spruce all made with recycled materials. The new Alpha Bravo Spruce sustainable capsule made with a recycled nylon fabric consists of unique convertible two-in-one styles providing dual options for customers who may need to carry more or less. This evolved capsule, designed to celebrate the 10-year anniversary of the iconic Alpha Bravo collection, is exclusively launched in Asia Pacific and Middle East via the Virtual Store and e-commerce channels, becoming globally available only from April, 2021. The Navy Camo seasonal print, which spans across a number of collections such as Devoe and Alpha Bravo uses sustainable materials for a trifecta of stylish appearance, functionality and responsible material use. Offering fresh Spring 2021 designs that withstand the test of time, the men’s Alpha J and Harrison collections introduce new styles and colourways as Tahoe experiments with a new technical material, Tyvek, known for its incredible durability. For women, Voyageur debuts day bags, compact styles and travel cases designed for the needs of the new normal, while Stanton is relaunched to offer feminine micro-pebbled leather day bags and backpacks perfect for workdays and weekends.

Rounding out the Spring 2021 collection, the TUMI travel assortment welcomes new innovations in metallics and earth tones, most notably with the launch of the TUMI MAX, the brand’s latest premium travel collection, as well as new additions to the iconic f9 Degree Aluminum and 19 Degree Polycarbonate collections. 19 Degree Aluminum launches the new Rolling Trunk silhouette and unique seasonal Russet Ombre colorway, while the Asia Pacific and Middle East exclusive f9 Degree Polycarbonate showcases a new Cordovan colourway.


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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