TUMI flagship store by dror opens on madison avenue in NYC

TUMI flagship store by dror opens on madison avenue in NYC
photo by isaac rosenthal
all images courtesy of studio draw

a 1,800 sq ft flagship store for TUMI designed by dror has opened on madison avenue in new york. the brief was to create a streamlined shopping experience where visitors are encouraged to test the products for sale and imagine how they may fit into their lives.

toward the front of the store, day bags sit or hang on shelves ready to be tested by the store’s clientele. at the rear, larger travel cases rest on clean white platforms where one can experience using the luggage first hand. smaller leather items, such as wallets and phone cases, sit centrally on white tables, while a stainless steel rectangular counter is utilized as a demonstration area. the retail space includes a monogramming station where customers have the chance to instantly personalize their chosen products.

the store’s central aisle lined with TUMI’s various products, draws the visitor inside
photo by isaac rosenthal

‘when you look at a TUMI bag, there’s a lot of logic and reasoning behind the design,’ says dror. ‘whether you’re creating a bag or a store, you’re designing for that same customer. we wanted to add a sense of hierarchy within the space to provide a seamless experience – moments where the consumer is guided towards what they’re looking for. TUMI customers know exactly what they want.’

larger travel cases are housed at the rear of the store
photo by isaac rosenthal

the design reflects dror’s philosophy of transforming environments using neutral toned materials which provide the backdrop to showcase TUMI’s wide range of products. a sense of space and scale is achieved through the generously proportioned internal volume, with 18 ft ceilings.

photo by isaac rosenthal

delineating the interior, walnut-finished wooden fins and other custom designed features entice potential visitors inside the store, encouraging the occupants to view the merchandise on display. further detailing is employed as seen through the use of LED lighting and highly polished metal fixtures. 

photo by isaac rosenthal

‘as a design leader, we seek partners with a shared philosophy who can also bring a fresh perspective,’ said jerome griffith, CEO of TUMI. ‘our relationship with dror began with a successful product collaboration. partnering with dror for the new store design was a natural fit. together, we developed a space that represents our heritage of design excellence, technical innovation and superior functionality.’

the TUMI logo, lit in red above the store’s entrance
photo by isaac rosenthal

interactive features such as a four-paneled 12 ft flat screen, which screens TUMI’s seasonal marketing campaigns, help ensure that the TUMI brand is always on display. the brand is also highly visible externally as part of an installation on the façade of the second floor, where the TUMI logo is lit up in its signature red color.

photo by isaac rosenthal

dror’s partnership with TUMI will continue with the design being implemented at two new locations, at macy’s herald square men’s store and luggage department, (also in new york city), and at TUMI’s first retail store at the yorkdale shopping centre in toronto, canada.