SS18 California House
One of many highlights in a 7+ year relationship, we helped TUMI bring the world of the California-inspired SS18 collection to life with a West Coast-styled TUMI House pop-up over a 4 day period. Due to its short duration, we focused on media and KOL visits to generate social media posts as the most effective and powerful channel to excite the public and drive traffic. Media and KOLs enjoyed an exclusive tour of the TUMI House with Creative Director Victor Sanz during two private sessions. In addition to an in-depth look at the collection by the creative force behind the designs, media and KOLs Instagrammed the innovative California-themed activations (i.e. Surfing Simulator game) at the House, spreading the word to their followers. In the evening, a private cocktail party attracted the public’s curiosity as brand reps and VIP guests mingled with celebrities including Simon Yam, Qiqi and Daniel Chan.