TUMI, the leading international brand of travel, business and lifestyle accessories, will introduce its new campaign for Asia Pacific & Middle East starring Hollywood actor Chris Pratt. A long time TUMI user, Pratt’s international star quality, magnetic charisma, and down-to-earth personality shine through in the brand’s campaign featuring TUMI’s new Alpha 3 and Alpha Bravo collections.
Chris Pratt will make his first appearance with TUMI Asia Pacific & Middle East at the TUMI Loft, an immersive TUMI brand experience at Pacific Place in Hong Kong on 30th April. Pratt will join a special VIP event at the TUMI Loft to unveil his new campaign, which includes a Journey Film that documents preparations for his trip to Hong Kong. At the Loft, Pratt will also debut his virtual avatar on the new TUMI Club App. Guests will be able to download the TUMI Club App and use the new Augmented Reality (AR) feature to take virtual selfies with a lifelike Chris Pratt avatar at the Loft. In addition, TUMI Loft guests can use the technology to trigger a special Chris Pratt avatar animation by scanning his poster at the TUMI Loft entrance.
This will be Pratt’s first-time visiting Hong Kong, marking a special occasion and the beginning of an exciting and dynamic partnership with TUMI. The TUMI team looks forward to perfecting Pratt’s many journeys to come.
“I’m blessed to have a job that allows me to travel so much. I’ve always trusted TUMI as my go-to luggage on my various trips around the world. I only ever promote products I actually use in real life. This makes TUMI a great fit. TUMI products are sleek, stylish, built to last and have long been my choice for luggage. I look forward to visiting Hong Kong for the first time to launch this special partnership with TUMI Asia and Middle East,” said Chris Pratt.
“We are thrilled to have Chris Pratt star in our newest campaign for Asia Pacific and Middle East with the iconic Alpha 3 and Alpha Bravo collections. To us at TUMI, Chris represents a new age of leading men in Hollywood - bold and genuine. Combined with his international appeal, Chris’s personality truly speaks to our growing millennial fanbase,” said Victor Sanz, TUMI Creative Director.
Discover the Story of Innovation at the TUMI Loft
The setting for an exploratory and immersive journey, the TUMI Loft is a tactile showcase of the brand’s innovative spirit, creativity and heritage. Constructed in exposed steel with raw concrete floors and an open layout, the TUMI Loft captures the industrial yet cosmopolitan essence of the brand’s New York roots. The result is an inspirational concept space that brims with the innovative design character of TUMI, offering guests a multitude of specialized areas to explore and discover.
“The TUMI Loft is our latest creative and experiential installation that brings the brand essence and values of TUMI to life. At the TUMI Loft, we want our guests to go on a journey of discovery as they trace the evolution of the brand and experience its unique DNA through some of our most iconic collections, and our latest innovations,” says Victor Sanz, TUMI Creative Director.
Guests will also be able to engage with TUMI’s AR (Augmented Reality) tech activations which are featured on the TUMI Club App. Guests who utilize the app will be able to take virtual selfies and videos with a lifelike Chris Pratt as well as trigger a special Chris Pratt avatar animation by scanning his poster at the TUMI Loft entrance and explore TUMI Alpha 3 products in 3D.
TUMI Heritage and Design Wall
Upon entering the TUMI Loft, guests will quickly discover the TUMI Heritage and Design Wall which pays homage to the evolution of TUMI’s design heritage and the iconic Alpha 3 men’s collection. From its innovative inception pioneering the commercial use of ballistic nylon in 1983 to the refined iteration it is today made with proprietary FXT Ballistic Nylon®, Alpha 3 has constantly evolved over the years to meet the demands of the modern traveller. To date, it is the collection most synonymous with TUMI.
For a highly anticipated Instagrammable moment, the Style Corner is the ideal social backdrop. Guests can delight in styling their shots with the Alpha 3 and Alpha Bravo collections, which include some of Chris Pratt’s favorite TUMI bags. Guests can also take virtual selfies with Chris Pratt, using the TUMI Club App’s Augmented Reality (AR) function. By sharing the photo or video on social media guests can redeem an exclusive souvenir, once verified by onsite staff.
Other immersive AR experiences can be unlocked by the TUMI Club App at the TUMI Loft. Guests can search the Loft for Chris Pratt images to scan to reveal special animations with his avatar.
Product Discovery Station
An innovative way to discover the TUMI collection, guests can collect the pieces they’re most interested in at the TUMI Loft and visit the Product Discovery Station to learn more about them. By placing the products onto the table, interactive touch screens will instantly display the scanned product information as well as related lifestyle imagery and videos using RFID technology.
Quality & Testing Station
With over 125+ registered patents, TUMI prides itself in delivering superior quality products that the brand is known for. An integral part of the brand’s heritage, the Quality & Testing Station showcases just some of the 30 rigorous testing procedures that each TUMI product must pass in order to make it into customers’ hands. Set in a craftsman workbench-inspired area, guests can further appreciate the extensive stress testing and assurance processes that go into every component and detail of TUMI’s collections.
Textile Innovation Library
A tribute to the instrumental role of TUMI’s patented textiles and materials in its product design, the Textile Innovation Library gives guests the ability to discover the hero properties that make each fabric so uniquely qualified for TUMI products. Featuring Alpha 3’s ultra-durable FXT Ballistic Nylon®, Latitude’s interwoven SRPP Ballistic™ material, Harrison’s soft Nylon Tricot, the modern CFX Carbon Fiber and lightweight Nylon of the Voyageur and Tahoe collection, get to know the fabrics by touching the tactile swatches on the wall and activate video highlights of the textiles.
A foundation of TUMI’s customer service, the Personalization Bar provides exclusive options to make each TUMI stand out. At the TUMI Loft, guests can personalize their TUMI with exclusive hand gesture monograms and a special metallic blue foil color upon joining the TUMI Club Membership program.
With any purchase at TUMI stores in Hong Kong, customers will be eligible to receive complimentary Laser Engraving service at the TUMI Loft. This new service is only available for a limited time during the TUMI Loft and offers exclusive font options for personalized engraving on select items.
DIY Painting Experience Zone and Gifting Activities
At the TUMI Loft between 25th April – 6th May, guests can receive a complimentary Leather Notebook or Leather Mobile Phone Card Holder when they download the TUMI Club App and complete their profile. In addition, guests can personalize their gift with either monogramming or laser engraving and decorate it with a selection of paints and stencils onsite at the DIY Painting Experience Zone.
What’s more, guests can also receive an exclusive souvenir when they snap a photo or video of themselves and the Chris Pratt avatar and post it on social media with the correct campaign hashtags: #TUMIxPratt #PERFECTINGTHEJOURNEY #TUMI360.
Art Jamming Workshops
During the weekends and holiday (27 & 28 Apr, 1 May and 4 & 5 May), Art Jamming Workshops will be run for TUMI Club Members who purchase any products (except small leather goods) from any HK TUMI full price store during the TUMI Loft period (25th April – 6th May). Guests can register for the Art Jamming workshops at any HK TUMI store. An onsite artist will guide guests through the decoration and personalization of a complimentary Leather TUMI Luggage Tag or a Leather Mobile Phone Card Holder gift.
Enjoy Exclusives and Special Offers at the TUMI Store in Pacific Place
As a final celebration for the launch of the TUMI Loft, the TUMI Store at Pacific Place welcomes customers with exclusive store-only offers. From 18th April, TUMI Pacific Place will exclusively pre-launch the eagerly awaited Recycled Capsule Collection in Hong Kong.
Customers who purchase over HKD 4,800 at the TUMI Pacific Place Store will also receive a complimentary TUMI Monaco wallet as a gift.