Renowned travel and lifestyle brand, TUMI, has taken Seoul by storm with its innovative and awe-inspiring ‘Essentially Beautiful’ pop-up shop, serving as the grand reveal for its Fall 2023 collection. From July 3rd to 15th, fans, shoppers, and enthusiasts can immerse themselves in this unique experience at Lotte World Mall Atrium (1F). The display offers an extraordinary journey through TUMI’s sophisticated craftsmanship, taking cues from the iconic 19 Degree hard-side luggage collection. Visit TUMI.com to view the entire collection.

The ‘Essentially Beautiful’ pop-up brilliantly mirrors TUMI’s ethos of merging style and functionality, durability and sustainability – core tenets that define the brand’s DNA. The architectural design replicates the sleek contours of the 19 Degree Aluminum luggage, offering an aesthetic feast. This presentation is interspersed with installations that delve into TUMI’s innovative Hypercraft design concept, a pursuit characterized by an obsession with quality and high performance.

Fall 2023 Essentially Beautiful Pop-Up’s launch event

Major pop-up highlights include a locker-themed display housing exclusive merchandise autographed by South Korean professional football star and TUMI Crew member Son Heung-min. This one-of-a-kind collection link to collection is a must-see for fans and collectors alike. Additionally, a tunnel crafted from coloured Tegris – the super-strong material used in TUMI’s modern Tegra-Lite® collection – forms a unique photo booth for guests to capture memories.

Adding to the spectacle is the ‘TUMI Hypercraft Sculpture,’ a stunning multidimensional piece by American artist and pioneer Perceptual Art Michael Murphy. The masterfully assembled artwork, which takes centre stage in the pop-up, morphs from a 19 Degree Aluminum piece into the TUMI logo as one moves around it, an intriguing tribute to the brand’s design legacy.

Equally noteworthy is the exhibit featuring TUMI’s Alpha X collection, the latest addition to the brand’s impressive repertoire. The installation uses raw materials from the collection to form an Alpha X-themed wall that captivates onlookers with its industrial aesthetic.

Victor Sanz, Creative Director of TUMI, expressed his excitement about the pop-up, saying, “We’re thrilled to be presenting a manifestation of our brand and the Fall 2023 collection through the Fall 2023 Essentially Beautiful Pop-Up. Collaborating with Michael Murphy and Son Heung-min underlines our obsession with finding beauty in the details and constantly elevating performance.”

Footballer Son Heung-min, who appeared during the opening festivities, said, “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.”

Immerse yourself in the ‘Essentially Beautiful’ experience from July 3-15, 2023, open daily from 10:30 to 22:00 at the Lotte World Mall Atrium (1F). Explore the beauty in the details and the passion that defines TUMI. For those who can’t make it in person, discover the complete Fall 2023 collection at TUMI.com.

Written by: Don Power

===================================