As air travel becomes ever cheaper, a growing number of people around the world are taking to the skies. Indeed, last year alone a staggering 3.8 billion travellers flew by plane – a figure that is expected to balloon to 7.2 billion by 2035.
And with the growth in air travel there has been a corresponding spike in demand for better, lighter and more functional baggage. Capitalising on that growing market is high-end luggage and “lifestyle accessories” company Tumi, which recently launched an ad campaign featuring two generations of international travellers, represented by musician Lenny Kravitz and his actor daughter Zoe.
Coinciding with the campaign, The Week Portfolio caught up with the brand’s creative director, Victor Sanz, to discuss form vs. function, the trend for “smart” luggage, and how travel is changing in the 21st Century.
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In the time that Tumi has been making luggage, how has travel changed?
Travel has become fashionable again in recent years. It is a standard in business and in life, so customers are looking for those pieces that become an extension of their persona and serve more than just the utilitarian purpose.
Given that resurgence of fashionable travel, how has your approach to luggage design changed?
We strive to discover and learn from our customers and understand what they are looking for in their daily lives and when travelling. The most important part is to truly understand the user and their needs, as well as have the foresight to develop products that meet their continuously evolving travel needs. We challenge ourselves each season to add to the features that make the journey even more pleasurable. One of the key elements that we continue to push ourselves on is creating designs that are season-less. Designs that meet the rigorous daily needs along with the aesthetic beauty that is expected from our global citizens.
What needs were you hoping to address with the new Alpha 3 collection?
With the launch of A3, we took everything we stand for as a brand one step forward. The world of travel has changed, technology has changed, the way we navigate just to get through security has changed. Therefore, we must change too. I wanted to reimagine the designs that have inspired a generation of travellers; to improve upon the timeless styles and incorporate the newest and best technology, offering our customers best-in-class products that will stand the test of time and inspire the next generation of travellers.
Which is more important to you, form or function?
They go hand in hand, creating a harmonious balance. At Tumi, not only are we constantly perfecting designs, but also the materials, functionality and quality. As we evolve and improve upon each collection, we ensure those innovations are carried forward to as many future collections as possible to deliver the best product to our customers, making their lives easier, more convenient and more enjoyable.
Before you arrived at Tumi, you designed for Kodak. Are there parallels between the worlds of high-end camera and luggage design?
For me the thinking process is no different; the principles remain the same. It is the materials and challenges that change. Designing is about creating, inspiring and developing elements that the customer can connect with.
What luggage do you carry with you on short business trips and on longer leisure holidays?
If I’m doing a quick business trip, I usually stick with my trusted 19 Degree Aluminum carry-on.
For longer trips, I’ve recently been traveling with our Merge Wheeled Duffel. I love the split feature and the shoe compartment makes it super easy to pack and stay organised while I’m traveling from city to city.
As a luggage designer are you also an expert at packing? Do you have any tips?
• Don’t wait until the last minute to pack as you will tend to forget something important.• Know the weather where you are going, this can make a trip much more enjoyable when you arrive.• Lay out everything you think you will need and cut that in half. We tend to overpack.• If you have our products, be sure to utilise the travel accessories as well, such as Tumi packing cubes and shoe bags. They help me stay super organised on both long and short trips.
What do you think about the trend towards smart luggage?
In today’s digital world of connected devices, smartphones, and tablets, we see a great opportunity to support our consumers’ desire to remain connected to all parts of their lives, including their luggage and bags they use day to day.
We developed the Tumi Global Locator, which is a sleek device able to track any bag, briefcase, backpack, luggage, or accessory using GPS, GSM, wifi and Bluetooth technology. It provides specific location positioning information via a mobile application to users around the world. Additionally, we’ve incorporated tech elements into our new Alpha 3 collection with features such as the integrated USB power port and special pockets designated for powerbanks so you can charge your devices any time while on the go.
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