Why TUMI wants to focus on intelligent design
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Subscribe to enjoy similar stories. As a design brand rooted in travel, TUMI explores a new destination through each of its collection. Its latest autumn/winter 2024 collection, for instance, derives inspiration from Seoul's bold architecture, colourful street culture and innovative mindset.
"We dive into conversations with individuals that allow us to understand the people in the culture of this region. Through experiences, colour, architecture, sound, and more we begin to develop prints and techniques that have been directly inspired by Korea," says Victor Sanz, the creative director of the American brand, TUMI, which has stores in Delhi, Mumbai and Ahmedabad. In an interview with Lounge, Sanz talks about the brand's design philosophy and the importance of understanding consumer needs.
Edited excerpts: We look for partners who share our commitment to quality, innovation and strong brand values. A successful collaboration is about storytelling, how we can craft products and experiences that resonate with both our audiences in a new way. Elevating TUMI into a lifestyle universe is about creating experiences that go beyond products.
We see the potential for the brand to exist with our customers outside of just business and travel. This is evident in the product categories that we are now offering, from fragrance to eyewear, outerwear, electronics and beyond. We continually seek to merge the worlds of functionality, technology and fashion into one.
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