Written by Menswear Style in Stockists on the 1st May 2014

TUMI, the leading international brand of premium travel, business and lifestyle accessories has recently celebrated the opening of its flagship store located at 211 Regent St in London, W1, the centre of the city’s shopping district.

The opening celebrates a new store design concept in collaboration with award-winning designer, Dror Benshetrit. This marks the brand’s fourth store in the United Kingdom. 

The 223 square meter shopping destination intergrates Dror’s philosophy of transformation and use of angles, bringing the brand’s innovative products and designs to life, in a cutting-edge, contemporary design approach. 

Simple elegant design solutions are executed with the use of neutral-toned materials.

The interior is split by two floors. On the first floor is a travel lounge where clean, white platforms present a lineup of wheeled travel cases, reminiscent of a runway.

The ground floor showcases men’s and women’s day bags, small accessories and travel gadgets. 

“We took a holistic approach, consistent between the product, interior, design and absolutely everything that is a part of the brand’s DNA,” said Dror Benshetrit.

“When you look at a TUMI bag, there’s a lot of logic and reasoning behind the design. 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”

State-of-the-art LED lighting and polished metal fixtures with wood detailing further enhance  the TUMI Collection.

Three distinct product touch-points are implemented into the new floor plan: ground for travel cases, wall for men’s and women’s day bags, and special tables for small accessories.

A monogramming station will provide on-the-spot product personalisation. Clean, white platforms present a line-up of wheeled travel cases, reminiscent of a runway.

A stainless steel rectangular counter within the travel area serves as a demonstration table to test products. Small leather goods are prominently showcased inside polished off-white lacquer accessories tables.

“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.”

A first look at the new TUMI Regent Street London Flagship Store designed by Dror Benshetrit.