Tumi is promoting its Fall 2023 collection with a pop-up store at Seoul’s Lotte World Mall Atrium (1F) from July 3-15. 

The brand collaborated with well-known South Korean footballer Son Heung-min to create a locker-inspired display that included souvenirs and personally signed goods. 

The experience serves as the exclusive introduction to the season’s whole collection, drawing inspiration from the contours and craftsmanship of the travel and lifestyle brand’s 19 Degree ‘hard side’ luggage. The store design features modern installations and artwork. 

“Tumi’s relentless pursuit of excellence and passion for what we do is displayed beautifully through the installations,” said Victor Sanz, creative director at Tumi. 

“Collaborating with Michael Murphy and Son Heung-min underlines our obsession with finding beauty in the details and constantly elevating Performance.”

The Fall 2023 Essentially Beautiful Pop-Up has a sculptural exterior inspired by the shapes of Tumi’s 19 Degree Aluminium, as well as a series of exhibitions highlighting the creative and cultural universe of Tumi’s Hypercraft design concept.

According to the company, Hypercraft characterises Tumi’s approach to design and sets the tone for this pop-up, which is defined as being hyper-focused on quality and high performance through higher craftsmanship and innovation.

The pop-up also offers Tumi’s latest collection, Alpha X, and the material that makes it even more durable than the original Alpha. The same raw material was used to construct an Alpha X-themed wall in the display.