Tumi Flagship and Art Installation, Hong Kong
Tumi, K11 Musea, Hong Kong, 2019, 56 sqm
Summary and Brief
Studio Cassells was engaged to design and develop a new flagship store and art installation for luxury American luggage brand Tumi. The store is located in the new Art-focused K11 Musea Mall, Victoria Dockside, Hong Kong and opened Late September 2019.
The brief was to rethink the approach to retail, focusing less on product display, instead creating an immersive artistic experience that portrayed the brand’s values and design approach to the customer.
Design Concept
Our studio explored a range of installation ideas and settled on creating a kinetic sculpture that acted as a canvas to display digital artists’ work that resonated with the brand. The approach of combining digital, physical, and kinetic installation enabled us to capture the customer’s attention with movement, as well as creating a piece that could be updated seasonally to ensure that engagement was long term.
The store design was developed alongside the art installation. With the installation as the centrepiece, we conceptualised turning the entire store into an open shop window. This allowed visitors maximum view into the space and easy in-out flow, drawing in passers-by with both the installation and product.
We developed the materiality and look of the space to reflect the brand’s approach to design. We utilised noble, durable, materials such as marble, terrazzo and glass that did not distract from the product but allowed it to stand out, creating a backdrop that reinforced the products quality, craftsmanship and attention to detail.
Development of Kinetic Installation
We decided to focus on the Tumi 19 degree carry-on suitcase as the hero product in the kinetic installation, utilising the subtle forms of the product to add texture to the installation. The suitcase was 3D scanned, digitally modified and printed. Moulds were taken and we formed 45 replica suitcases. The replica suitcases were attached to electric servo motors, allowing each piece to rotate independently creating the bones of the kinetic installation. The installation had 2 modes; a subtle moving rippling effect designed to play constantly in the store, as well as a show sequence which played every 10 minutes with artists’ artwork projected onto the sculpture.
Collaboration with Artist Bao
For the first artist collaboration, Studio Cassells and Tumi worked with Bao, a Hong Kong Artist and Illustrator. Bao created a custom illustration design which was used for both the installation and a limited series of luggage and backpacks.
As the Artwork was 2D and static by nature our studio assisted Bao in bringing the artwork to life. We animated the illustration, creating movement and a show sequence, integrating it within the kinetic movement of the suitcases as well as creating a soundscape for the show.
