TUMI captures Lando Norris' playful spirit in new campaign, refreshes HK stores

International travel and lifestyle brand TUMI has tapped McLaren Formula 1 driver Lando Norris to front a campaign featuring its latest men's collection Turin and its iconic collections, including Alpha X, 19 Degree Titanium and TUMI | McLaren.

The campaign highlights Norris’ unapologetically playful spirit as he seamlessly balances the world of fast-paced sports with laidback luxury, all while keeping TUMI as his constant companion.

The all-new Turin collection aims to push the boundaries of performance luxury. Crafted from premium Italian leather with elevated metal accents, this collection is designed for the multifaceted man. From work to travel to play, Turin offers seven sleek styles—backpacks, briefcases, slings, totes, and more. Each piece, in a sophisticated black colourway, features TUMI’s new ‘T’ logo, blending luxury with innovative design.

To celebrate the official launch of the Turin collection, the campaign offers a new look and feel for TUMI by placing Norris in his prime, against the grand backdrop of a seaside chateau in France.

Filmed by photographer Emma Panchot and director Arnaud Uyttenhove, Norris’ personality shines through as he takes us through a day in his unpredictable life with his favourite TUMI products.

Featured in the campaign alongside Turin are TUMI’s iconic Alpha X and 19 Degree Titanium collections, along with silhouettes from the TUMI | McLaren collection—a nod to Norris' long-standing career with the brand.

"Norris has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns,” said Jill Krizelman, SVP of global marketing and eCommerce.

“This campaign is particularly special, as it offers a spirited and fresh perspective on Norris, capturing his signature style and personality in a new way. There's truly no one better to unveil the new Turin collection," she added.

“Working with TUMI these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me,” said Norris. “The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races.”

The latest luxury line has also been introduced in Hong Kong, where TUMI recently refreshed its stores at Pacific Place and ifc mall, continuing an ongoing retail expansion and renovation initiative across Asia-Pacific.

The revitalised stores showcase TUMI’s dedication to delivering an exceptional customer experience, offering sleek, sophisticated and inviting spaces for customers to fully immerse themselves in the brand and its DNA.

Spanning a total floor space of 1,132 square feet, TUMI’s refreshed Pacific Place store features a sleek, modern aesthetic replete with luxury materials such as marble, stainless steel and chrome. It is also the first TUMI store to introduce an elegantly wrapped titanium circular column, showcasing the brand’s latest accessories in three stylish niches.

An LED screen in the centre of the store and a magnetic wall at the back add to the visual storytelling with eye-catching projections and behind-the-scenes glimpses into new collections.

As with Pacific Place, the newly refreshed ifc store showcases TUMI’s innovative Prototypical+ curved facade with prominent LED screens, offering a dynamic platform for the brand’s latest campaigns, according to the release.

Clear zoning highlights the various premium products and accessories on offer, including a range of items for women, enhancing the overall shopping experience while reinforcing TUMI’s positioning as a comprehensive lifestyle brand.

MARKETING-INTERACTIVE has reached our to TUMI for more information.

Don't miss: TUMI taps Mun Ka Young to star in global immersive campaign

Back in August, TUMI tapped its global ambassador aka South Korean actress Mun Ka Young, to star in an immersive campaign that transports viewers onto the streets of Seoul for a day.

Done in partnership with South Korean director Taijong Song and photographer Kim hee June, the campaign blends street-style photography with dynamic film techniques to immerse viewers in Mun’s daily commute, all while capturing the vibrant energy and urban architecture of Seoul.

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