Image Courtesy of : TUMI
TUMI, the brand synonymous with elevated travel, has officially opened the doors to its first China flagship store—a shimmering statement of purpose, presence, and prestige—at the celebrated Shanghai Centre. More than a store, this flagship signals a new era for TUMI in Asia: one rooted in meaningful cultural immersion, aesthetic precision, and experiential design.
Image Courtesy of : TUMI
An Evening of Craft, Culture, and Connection
To mark this milestone, TUMI hosted an intimate yet impactful launch soirée—a curated experience that embodied the brand’s core ethos. A symbolic ribbon-cutting ceremony welcomed a constellation of notable guests, industry insiders, and international creatives. The evening’s highlight? A personal appearance by Asia-Pacific brand ambassador Wei Daxun, whose presence underscored TUMI’s deepening ties with the region.
Creative Director Victor Sanz reflected on the occasion: “Returning to Shanghai and seeing everything come to life was incredible… Everyone brought something unique to the moment, and that’s what made it unforgettable.”
The celebration continued into the night, as over 500 esteemed guests were ushered into a chicly designed afterparty within the new flagship. Here, they discovered curated collections including Alpha Bravo and Harrison, alongside Chapter 3 of the Uncompromisingly Light campaign, headlined by the futuristic 19 Degree Lite series.
Customization Meets Cultural Homage
A signature highlight of the evening was the fan-personalization experience—a bespoke activation inspired by Shanghai’s artistic heartbeat and historic skyline. Guests could imprint exclusive Shanghai motifs onto keepsake fans, blending tradition with modernity in an understated nod to heritage. It was a tactile celebration of craftsmanship—an intersection of personalization, purpose, and place.
The event crescendoed with an in-store celebration featuring fine wine, curated soundscapes, and interactive showcases—allowing each guest to engage with TUMI’s vision of travel as more than movement, but as a mindful, expressive journey.
Image Courtesy of : TUMI
An Immersive Architectural Statement
The flagship’s design is a narrative of innovation and intent. From its sculptural metallic façade—a fluid ode to the brand’s 19 Degree DNA—to the curved LED walls and tactile material showcases, every detail echoes TUMI’s philosophy: functionality fused with finesse.
Throughout the space, scenario-based displays guide visitors through the brand’s full universe—from men’s and women’s collections to business essentials and technical travel gear. A luxurious open-concept VIP area and interactive materials wall allow deeper exploration into TUMI’s advanced material technologies.
Artistry with a Purpose: “Journey” by Xu Fei
One of the flagship’s most distinctive features is its dedicated art installation space, debuting with Journey, a bamboo-crafted piece by acclaimed artist Xu Fei. Drawing from the cosmological Chinese concept of “round heaven, square earth,” the work encapsulates TUMI’s view on movement—not just from destination to destination, but through life itself. It’s a meditation on intention, grace, and resilience—the same values embedded into every TUMI creation.
Visit the TUMI Shanghai Flagship
Location:Room A02-B, Ground Floor East Department Store, 1376 West Nanjing Road, Jing’an District, Shanghai
Opening Hours: 10AM – 10PM daily
Explore the flagship in person or follow the journey at TUMI.com and on social media via @TUMITravel.
