Creative EnterpriseWEIHUA LI

1127833CASE STUDIES

Definition:

A commercial organization

that rationally involves

the method and process of innovative, critical thinking

into the practice

in business context. [20 words]

“

”

The PuLi Hotel & Spa

Grey Goose

TUMI

PIONEERINGin innovative crossover

product design

Six

Th

ink

ing

Ha

ts

Six Thinking Hats (Edward, 1999) Analysis

WHITE HAT(Facts)- Leading international brand of luxury travel, business and lifestyle accessories- Famous for its smart and multi-function design, and exceptional quality- Frequently conducts creative partnership in cross-over product design timeline and key highlight of design strategy: 2010 – TUMI X Lexus – Emphasize power, and a magical, magnetic ability to impress. These suitcases are built to mimic the Lexus LFA, and as such, are crafted from a blend of aluminum and carbon fiber, and will be tagged with the same VIN number as the cars. 2011 – TUMI X John "Crash" Matos (Graffiti artist) - Introduced the Tumi Tag Limited Edition Collection of travel cases featuring Crash’s distinctive graffiti artwork. 2011 - TUMI X Anna Sui (Japan only) - Making its first debut at Anna Sui RTW 2012 Runway Show at New York Fashion week, the collection is inspired by the iconic Anna Sui butterfly and signature purple and black palette.

2011 - TUMI X MINI COOPER (Greater China only) - in collaboration with this automobile brand, this special project is known as” Mini Goes Tumi” that is a step ahead in branding and designing. Exclusive features of One Clubman and a Cooper S Clubman model of Mini Cooper and will also have features like customized Tumi fabrics for the cars’ interiors.

 2011 - TUMI X DUCATI– Rooted in a shared passion for design excellence and technological innovation, the collaboration brings discerning consumers the style sophistication and functional superiority 2012 – TUMI X Dror (Interior design artist) – To be released

2010 – TUMI X Lexus 2011 – TUMI X John "Crash" Matos

2011 - TUMI X DUCATI2011 - TUMI X MINI COOPER

2011 - TUMI X Anna Sui

Six

Th

ink

ing

Ha

ts

RED HAT(Emotional View)• Fascinated and creative crossover design, eager to have a try • More like an art piece for collection, not suitable for daily use• Worry that probably too expensive to purchase

BLACK HAT(Weakness)• Weak in emphasizing the own brand identity and USP of Tumi • Most of the cross-over designs are good and creative, but not quite impressive • The designs are mainly focus on the outer looking, but too conservative in the

exterior structure design of the suitcase

YELLOW HAT(Positive Thinking)• Pioneering in cross-over product design and brand collaboration• Building up a brand image of innovative and dynamic through the creative cross-over

design and ground breaking brand association with the brands from diverse area, such as automobile(Mini Cooper, Ducati), cosmetic(Anna Sui), and artists(Crash, Dror)

• Impose free-form innovative design within the conservatively sleek structure of a Tumi travel case creating enhanced interest within interdisciplinary mix

• Leverage distinctive and attractive design with several strategic approaches, such as media outreach strategy, global events, global advertising campaign, to generate huge media coverage and public buzz, gain increasing brand awareness amongst the consumers around the world

GREEN HAT(Creativity)• As a luxury brand, Tumi should seek more partnership with global top fashion designers

or famous fashion brands • Modify the exterior structure of the suitcase to achieve more creative and impressive

design

Six Thinking Hats (Edward, 1999) Analysis

BLUE HAT(Thinking Process)• The explore in future creativity should be developed in a more comprehensive way• More insight from Tumi internal brand house should be collected• Critical ideas and comments on the crossover design should be explored from

branding experts

Case study

Tumi Tag Limited Edition Collection (Total 275 words)

In March 2011, Tumi introduced the Tumi Tag Limited Edition Collection of travel cases featuring famous New York graffiti artist Crash’s distinctive graffiti artwork. According to Ms. OiLing Lam (Interview, Marketing Manager, Tumi APAC, see Appendix 1.1), this collection commissioned to create a custom artwork for Tumi, Crash’s creation was translated from canvas to travel case, making this truly a collection of traveling art. (see Figure 1)

The innovative cross-over design and ground breaking partnership is a strong process to help Tumi build up an innovative and dynamic brand identity. In this case, Tumi conducted a creative brand association with the urban artist. Persons may not be brands but they can possess brand equity, in terms of strong associations and brand recognition(Henrik U., 2005). Person can contribute to differentiation and relevance for the corporate brand (Aaker, 2004a, b). It can also add instant recognition and brand personality to the corporate brand identity(Henrik U., 2005).

Figure 1. Tumi Tag Limited Edition Collection

Meanwhile, Tumi leveraged this distinctive and attractive design with several strategic approaches, such as media outreach strategy, global events, and global advertising campaign, to generate huge media coverage and public buzz, gained increasing brand awareness amongst the consumers around the world.

Case study

The creative design of Tag collection was highly appreciated by many fashion and lifestyle editors from various press, such as Vogue, GQ and Men’s Uno, Ms. Oi Ling Lam mentioned. According to an internal PR Report of China market (See Appendix 1.2) from Jan – May 2011, provided by Ms. OiLing Lam, a huge media coverage value of total USD1,771,709.00 was generated through 51 print and online press, most of which featuring the product shots placement with highlighting the innovative design thinking of Tumi. (See Figure 2)

Figure 2. Key press clipping of Tumi Tag collection

Competitor Comparison

Comparison with Rimowa (92 Words)

Compare to Rimowa, another award-wining premium oldest luggage manufacturer from Germany, Tumi stands out as its innovative design in brand association and innovation.

Observing the collections newly launched during this 5 years, Rimowa emphasized on the brand heritage through its more than 100 years’ brand history, which was accordingly allocated on the classical Aluminium suitcase(See Figure 3). On the contrary, Tumi devotes in releasing diverse and distinct crossover travel art pieces with the brands or artists who enjoy great reputation, bringing fresh strength to the brand and meets different needs of customer.

Figure 3. Rimowa Erster Aluminium suitcase

Recommendation

Recommendation:

Tumi (48 words): As a luxury brand, Tumi should seek more brand association opportunities with global top fashion designers or famous fashion brands, who breathe new life into the brands of other industries. In the meantime, try to modify the exterior structure of the suitcase to deliver more creative and impressive design.

Rimowa (46 words):Not only embrace and preserve the rich heritage of brand culture, but also infuse the brand innovation into the historical brand equity. Conducting the brand association opportunities with creative and critical design thinking to meet more customers in this age appreciating innovation and creativity.

MASTERING in innovative cultural touch points

Space design

The PuLi Hotel and Spa

Six Thinking Hats (Edward, 1999) Analysis

Six

Th

ink

ing

Ha

ts

WHITE HAT(Facts)General Design Concept• The PuLi Hotel and Spa (The PuLi), Shanghai’s first luxury urban resort. A place

luxurious and elegant, yet simple and private, innovatively grounded in modern China with references to its ancient past

• With handcrafted luxury at the core of its service philosophy, The PuLi guest experience marks a departure from the expected generic style of luxury usually associated with conventional collections of foremost hotels

Interior Innovative Design Touchpoint• The focus on distinctly resort like elements – the use of large bamboo block

planting and the use of large shallow reflection ponds , make the project more simple, more modern and allows guests to somewhat disconnect the hotel from the rest of the busy city

Exterior Innovative Design Touchpoint• A new Urban Resort Concept that blends the immediacy and convenience of

being in Shanghai’s most central location with the quiet, emotional indulgences of a peaceful, luxurious resort.

• The site is located directly alongside JingAn Park with great views into the greenery from the lower levels. The location is also in the most vibrant part of the city, which was also once the heart of old Shanghai.

Six

Th

ink

ing

Ha

ts

Pioneering in innovative crossover product design

RED HAT(Emotional View)• Great decoration, attention to detail, great minimal oriental design, relaxed atmosphere • Both of the interior design main colour and lighting inside is too dark• Very good location, close to everywhere in Jing'an District within walking distance• The view is not really great but that’s Shanghai anyway and not the Bund area

BLACK HAT(Weakness)• The low key luxurious design is hard to accept by most of new rich Chinese

consumer • Ancient style design is hard to understand for foreign visitors

YELLOW HAT(Positive Thinking)• Reference and connection to the local Chinese culture comes mostly through materials

used, giving rise to a synthesis of old and new, creating a distinctive Chinese flavour, yet cosmopolitan in outlook at the same time.

• Commonly used for exterior facades of buildings, the use of Shanghai brick material allows the hotel to be creative in architectural aesthetics and function, through a juxtaposition of old world elements and new world technology.

GREEN HAT(Creativity)• Environmental friendly additions, such as solar panels that gather energy for use in

hotel operations, a heat-proof facade for higher energy conservation via temperature adjustments and monitor, windows that uses low-emission glass to reduce consumption and using heat from the pool towards recycling.

Six Thinking Hats (Edward, 1999) Analysis on The PuLi

BLUE HAT(Thinking Process)• The research in sustainability part is limited. • Future direction should be more comprehensive and come out ground breaking

ideas in design area.

Pioneering in innovative crossover product designCase Study

The Jing’an Restaurant in The PuLi Hotel and Spa (232 words) Running along the theme of three distinct PuLi experiences for the guest, Jing’An’s interiors are separated into three distinctive areas, a formal restaurant, a central library and bistro cum relaxed lounge area. Materials and decorative pieces selected for the restaurant work in tandem with The PuLi’s overall design concept of the east and west, the old and new. The dark timber panelling and historic Beijing Hutong bricks highlight this contrast at Jing’An Restaurant, along with Western and Chinese art pieces and books( See Figure 1).  

Figure 1. Jing’an Restaurant Interior Design

The unique and innovative design touch points in the restaurant enhance the consumer experience. This guest experience inspired a personal satisfaction of being touched by the essence of luxurious texture and depth, just like its cuisine. This much anticipated restaurant within the metropolis delivered physical and service product of luxury and elegance. (Interview, Vino Sun, Lifestyle Editor, Vogue China, see appendix 2.1)

Pioneering in innovative crossover product designCase Study

 With the innovative design thinking, The Jing’an Restaurant was granted as the Best Restaurant Design in Greater China 2009 – awarded by Travel & Leisure Magazine. Meanwhile, the restaurant was sought after by a number of famous food critics and editors from fine food/lifestyle magazines(See Figure 2). These awards along with relevant media exposure helped The PuLi elevate the brand awareness; build up an extremely positive brand image, and therefore attract more guests for the PuLi experience.

Figure 2. Key press clipping of Jing’an Restaurant

Pioneering in innovative crossover product designCompetitor Comparison

 Comparison with Hyatt on the Bund (94 Words)

Compare to Hyatt on the Bund, another luxury hotel who enjoys a good reputation in Shanghai, The PuLi stands out for the connection of cultural design concept which embraces the modern and traditional culture charm.

The main exterior and interior design thinking of Hyatt on the Bund is the modern taste with panorama view of the Bund(See Figure 3). It is a magnificent design idea but without a linkage with Chinese culture. On the contrary, The PuLi leverages the material, such as he dark timber panelling and historic Beijing Hutong bricks to highlight the Chinese culture charm.

Figure 3. The design of Hyatt on the Bund

Pioneering in innovative crossover product designRecommendation

The PuLi Hotel and Spa(45 words)Infuse the sustainability design thinking. Such as solar panels that gather energy for use in hotel operations, a heat-proof facade for higher energy conservation via temperature adjustments and monitor, windows that uses low-emission glass to reduce consumption and using heat from the pool towards recycling (Withiam, Glenn, 2010).

Hyatt on the Bund (41 words)Being built alongside the Bund, Hyatt may incorporate the typical 1930’ Shanghai historical design, bringing a more comprehensive understanding on the physical and emotional connection (Aleksandar H., 2010) between eastern and western culture.

Recommendation:

EMOTIONAL LEADER in innovative

brand conceptual design(China Area)

Six Thinking Hats (Edward, 1999) Analysis

Six

Th

ink

ing

Ha

ts

WHITE HAT(Facts)

• Grey Goose innovative brand idea in China is to be the icon for Flying Higher concept• Orchestrate multiple initiatives around Flying Higher message, which reinforces brand

association as stylish and sophisticated and that eschews meaningful connections, celebrating life

• Build up the “The Club” of Grey Goose which is an exclusive club. Engaged key opinion leaders to build an inner circle by approaching a group of forward thinking iconoclasts of our time to form a core “inner circle”.

Six

Th

ink

ing

Ha

ts

RED HAT(Emotional View)• For Lovers of Life, and Leaders in Life, there is always something higher. Grey Goose

understands and appreciates this. And therefore has created the vodka that dares to claim itself as the “World’s Best”.

• We challenge them to “Fly Higher”.

BLACK HAT(Weakness)• Low awareness and understanding of vodka in China• Chinese consumers equate premium and luxury with price and outfit design, While

Grey Goose is the most premium vodka in the market, it is still relatively accessible compared to premium whiskeys and cognacs

YELLOW HAT(Positive Thinking)• The conceptual design thinking indicates Grey Goose not only the vodka, but also its

enduring values and spirit.• Regarding The Club, leaders of style and sophistication that embody the principles of

Grey Goose. A innovative and powerful combination of youthfulness, vibrancy and an intelligent view on Flying Higher is what makes it “Leaders In Life”, truly impressive – inside and out.

• At the quintessential design of The Club, consumer of grey goose has already become a recognition of premium social class distinction

GREEN HAT(Creativity)• In order to be more stylish and sophisticated, should cooperate with luxury brands who

share the same values as Grey Goose to increase awareness and familiarity• Engage celebrity mycologists as a Grey Goose brand ambassadors • Brand sponsorships, Partnerships, Branded content opportunities

Six Thinking Hats (Edward, 1999) Analysis

BLUE HAT(Thinking Process)• The design thinking of packaging, advertising should be taken into account

New Ideas New Concepts

New Experiences

New Role Models

New Tastes

Case Study

Grey Goose ‘The Club’ (221 words)

“The Club” is designed as an exclusive club where invited members will be able to come together with likeminded people to experience the very best in sophistication and style. The premise is all about networking, socializing and gaining access to the best luxury experiences.

Leaders of style and sophistication that creatively embody the principles of Grey Goose – Fly Higher. Premium consumers are becoming more exposed to more things than just brands(See Figure 1). Their horizons will also be expanded further by art, music, travel, new paradigms and knowledge from new people and luxury experiences. At its quintessence, membership to the club is a recognition of social class distinction.

Figure 1. Key Features Design of The Club

Case Study

The exciting and mystical design thinking of The Club leads a development of publicity program to generate hype and brand awareness. The editorial angles in terms of the Club are comprehensively developed and well covered(See Figure 2), which leads a good public exposure and reinforce the awareness of Grey Goose brand principle.

No. Editorial Angles Media Type

1- Everyone's talking about Shanghai

latest Club…but with no location Master Media

2- Access all areas: You can when The Club

launches later this yearFashion &

Lifestyle

3- Trades fight it out to be the first to host

“The Club” Trade media

4- Who are the founding members of “The

Club” – the club everyone wants an invite to (exclusive interview)

Lifestyle/Social

Figure 2 Media Coverage Angles

Competitor Comparison

Comparison with ABSLUT VODKA (89 words)

Absolut vodka used to cooperate with various urban and contemporary designers and artists on product design, advertising campaign and global contemporary art events. For example the partnership with famous Chinese contemporary artist – Wu Hao(See Figure 3).

However, grey goose put more efforts on high-level positioning strategy with complex branding expansion design thinking. For instance, Partner with China’s leading F&B establishments to showcase the different and exciting ways to enjoy Grey Goose. Moreover, Grey Goose frequently hits parties that mark the most important art, fashion and film events in Shanghai.

Figure 3. ABSOLUT X WuHao Limited Edtion

Recommendation

Grey Goose (46 words)Grey Goose should be more lively and distinctive to attract young generation consumers, which requires creativity in its appearance design, should conduct the cross over design partnership with luxury brands who share the same values, engage celebrity as a Grey Goose brand ambassadors.

Absolut Vodka (47 words)Absolut Vodka should innovate in its core brand concept design and brewing skill to develop its high-end market share through more critical design thinking. An Absolut Vodka Fan Club could be launched to indulgent the target consumer of generation young, bringing unique brand experience of Absolut.

Recommendation:

Edward D.B.,(1999). Six Thinking Hats. 3rd ed. Great Britain: Penguin

Aaker, D.A. (2004a), Brand Portfolio Management, The Free Press, New York, NY.

Aaker, D.A. (2004b), “Leveraging the corporate brand”, California Management Review, Vol. 46. No. 3, pp. 6-18.

Henrik U. (2005), The corporate brand association base: A conceptual model for the creation of inclusive brand architecture. European Journal of Marketing. Vol. 40 No. 7/8, 2006. pp. 785-802

Aleksandar H., (2010). Place Branding in the culture of design. Poser. Vol.39 No.18, 2010. pp. 191-203

Withiam, Glenn.,(2010). Make sustainability a part of day-to-day hotel operations. Hotel & Motel Management; 1/1/2010, Vol. 225 Issue 1, p18-18, 1/3p.

Reference

APPENDIX1.1 Semi-structured Interview:

Oi Ling Lam, Regional Marketing Manager, Tumi Asia Pacific

1. Could you please share the brief introduction of the Artist Crash, and the collaboration collection?

Since the late 70s, John ‘Crash’ Matos has been a ringleader in the evolution of graffiti art and its contribution to related disciplines. Beginning by tagging streets and subway cars with friend and Lower East Side legend ‘Crazy Legs,’ Crash soon grew up to design Fender brand guitars for Eric Clapton and showcase at the Whitney Museum. He is now considered a pioneer in creating a visual gap between street life and established society.

Now, as the lines between art, dance, and music are nearly transparent, Tumi has invited Crash to impose his free-form design within the conservatively sleek structure of a Tumi travel case creating enhanced interest within this interdisciplinary mix. In March 2011, Tumi introduce the Tumi Tag Limited Edition Collection of travel cases featuring Crash’s distinctive artwork. Commissioned to create a custom artwork for Tumi, Crash’s creation is translated from canvas to travel case, making this truly a collection of traveling art.

2. What’s the outcome from this innovative design and creative partnership?When it comes to conceiving and bringing to market each new product collection, we embrace a multi-disciplinary approach. Through our partnership with Crash, we’re able to take his bold, emotive graffiti art and pair it with Tumi’s high-quality design to bring our customers truly innovative, unique art that travels.

APPENDIX1.2 Tumi Tag Collection (China) Media Publicity Placements: Jan-May 2011

Crash Media Publicity Placements: Jan-May 2011

Date Media OutletPriority Target

Media Type

Story Title Product ArticleProduct

placementImpressions PR Value (USD)

1/26/11 163.com Yes Online Tumi launches its Limited-Edition TAG collection Tumi Tag Collection x x n/a 23,2071/28/11 China Business News No Print Tumi lauches Its Limited Suitcase with Urban Artists Tumi Tag Collection x x 796,000 6,8782/12/11 Ellechina.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,8482/15/11 Sohu.com Yes Oline Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection   x n/a 69,6202/15/11 GQ.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,8482/15/11 Onlylady.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,8482/16/11 1626.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 23,2072/21/11 SG.com.cn No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 9,2832/22/11 Ellechina.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,848

2/24/11 Hotspot No Print Traveling around World with Arts Tumi Tag Collection x x 378,000 8,5093/1/11 Cosmopolitan Bride No Print Tumi x John "Crash" Matos Capsule Luggage Tumi Tag Collection   x 605,000 2,859

3/1/11 Men's Joker Yes Print Tumi Launching Tumi Tag Limited Series Tumi Tag Collection x x 410,000 1,2373/1/11 Euro Sky No Print Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x 50,000 6,3243/1/11 Golf Digest No Print Tumi lauches Its Limited Suitcase with Urban Artists Tumi Tag Collection x x 350,000 12,9963/1/11 Men's Health Yes Print Tumi Showcases Creativity for Spring Tumi Tag Collection x x 520,950 7,7353/1/11 Luxury Watcher No Print Tumi Limited Suitcases Asperses Creativity Tumi Tag Collection x x 100,000 13,9243/1/11 GQ Yes Print Tumi Graffiti Art Suitcases Tumi Tag Collection x x 500,000 37,1303/1/11 Moment No Print Tumi shows the limited edition Tumi Tag Tumi Tag Collection x x 220,000 13,9243/1/11 Grace No Print Tumi is Staring Tumi Tag Collection x x 454,560 11,062

3/1/11 Orange No Print Tumi cooperated with New York artist to launch limited suitcases Tumi Tag Collection x x 301,200 17,0183/1/11 Good Life No Print Tumi shows the limited edition Tumi Tag Suitcases Tumi Tag Collection x x 100,000 4,6413/1/11 Comfort No Print Tumi Issued Its Limited Suitcase Tumi Tag Collection x x 280,000 6,9613/1/11 Golf Digest No Print Limited Tumi Tag Series Tumi Tag Collection x x 350,000 12,9963/1/11 Stuff No Print Tumi Issued Its Limited Suitcase Tumi Tag Collection x x 550,000 5,8023/3/11 BQ Yes Print Tumi Limited Edition of Tag Collection Tumi Tag Collection x x 280,000 2,7853/8/11 Chicpark.com No Online The Limited Tumi Tag are Sold in the Market Tumi Tag Collection x x n/a 9,283

3/21/11 Life Style Yes Print Leading U.S. luggage brand Tumi lauches the Tumi Taglimited CollectionTumi Tag Collection/ HK event coverage x x 650,000 54,767

3/21/11 Haibao.com No OnlineTumi cooperated with New York artist to launch limited suitcases and thecolorful graffiti shows creativity Tumi Tag Collection x x n/a 13,924

3/22/11 Chinabag.com.cn No Online Tumi shows the limited edition Tumi Tag Tumi Tag Collection x x n/a 23,2073/24/11 trends.com.cn No Online The Limited Tumi Tag are Sold in the Market. Tumi Tag Collection x x n/a 9,283

3/27/11 haibao.cn No OnlineTumi cooperated with artist John Crash Matos to launch the limited TumiTag suitcases. Welcome to Tumi’s global celebration parties!

Tumi Tag Collection/ HK Tokyo event coverage x x n/a 9,283

3/28/11 Chinabag.com.cn No OnlineTumi cooperated with artist John Crash Matos to launch the limited Tumi Tag suitcases. Welcome to Tumi’s global celebration parties!

Tumi Tag Collection/ HK Tokyo event coverage x x n/a 18,565

3/29/11 Channel Young Yes Print The Backpack of the "Trolley Bus Boy" Tumi Tag Collection x x 290,000 4,1774/1/11 Vogue Yes Print Tumi Graffiti Suitcases Tumi Tag Collection x x 525,000 34,810

4/2/11 Modern Weekly(SH) Yes Print Traveling with Tumi Graffiti Suitcases Tumi Tag Collection x x 750,000 13,924

4/7/11 Fashion Weekly Yes Print

The New York Urban artist John "Crash" Matos Shows His creativity for theLimited Tumi Tag Suitcases Tumi Tag Collection x x 300,000 11,371

4/7/11 Fashion Weekly Yes Print Cross-border Cooperation between Tumi and New York Urban Artist Tumi Tag Collection/ HK event coverage x x 300,000 11,371

4/7/11 City Life No Print Color the Carry-on Tumi Tag Collection x x 240,000 15,471

4/8/11 Hotspot Yes Print Tumi Graffiti Art Traveler was Born Tumi Tag Collection/ HK event coverage x x 378,000 51,054

4/9/11 Modern Weekly(SH) Yes Print Limited Tumi Travel Bags Tumi Tag Collection x   750,000 1,3924/23/11 U+Weekly No Print Tumi Bag Tumi Tag Collection x x 1,450,000 1,965

4/28/11 Color News Weekly No Print Traveling of Graffiti Tumi Tag Collection x x 380,000 2,483

4/30/11 Modern Weekly(SH) Yes Print Small but Fancy Tumi Tag Collection x x 750,000 3,868

5/1/11 Men's Uno Yes Print The Art of TravelingTumi Tag Collection/ HK Tokyo event coverage x x 698,000 58,480

5/1/11 Men's Uno Yes Print Limited Tumi Travel Bags Tumi Tag Collection x x 698,000 7,310

5/1/11 Brazaar's Men Yes PrintThe Beauty of Crossing Boundary - Tumi Launching Tumi Tag Limited Series

Tumi Tag Collection/ HK event coverage x x 450,000 52,911

5/1/11 Esquire Yes Print Tumi Launching Tumi Tag Limited SeriesTumi Tag Collection/ HK event coverage x x 896,800 126,243

5/1/11 Bazaar Art Yes Print Arts for People-Accessories Tumi Tag Collection   x 360,000 37,130

5/1/11 Bazaar Art Yes Print Graffiti Belongs to Streets Forever Tumi Tag Collection x x 360,000 742,609

5/9/11 Lifeweek No Print Graffiti Travel Pack Tumi Tag Collection x x 750,000 12,532

5/28/11 Modern Weekly(SH) Yes Print Going Colorful Tumi Tag Collection x x 750,000 34,810

Total Coverage 51               TTL 1,771,709

* Provided by Tumi Asia Pacific

APPENDIX2.1 Semi-structured Interview:

What’s your main observation on the design in Jing’an Restaurant when you first time had dinner there?

Vino Sun, Lifestyle Editor, Vogue ChinaThe interior is a space with luxurious texture and depth, materials and decorative pieces selected for the restaurant work in tandem with The PuLi’s overall design concept of the east and west, the old and new. The dark timber panelling and historic Beijing Hutong bricks highlight this contrast at Jing’An Restaurant.

Masa Jin, Fashion Director, Target magazineI found it run along the theme of three distinct dining experiences, Jing’An’s interiors are separated into three distinctive areas, a formal restaurant, a central library and bistro cum relaxed lounge area.

APPENDIX3.1 Brand Manifesto of Grey Goose:

Shared by the Grey Goose brand side: