Creative Enterprise                               WEIHUA LI CASE STUDIES                   1127833“   Definition:    A com...
TUMIThe PuLi Hotel & Spa     Grey Goose
PIONEERINGin innovative crossover     product design
Six Thinking Hats (Edward, 1999) Analysis                                              WHITE HAT(Facts)                   ...
Six Thinking Hats (Edward, 1999) Analysis                                           RED HAT(Emotional View)               ...
Case study Tumi Tag Limited Edition Collection (Total 275 words) In March 2011, Tumi introduced the Tumi Tag Limited Editi...
Case studyThe creative design of Tag collection was highly appreciated by many fashion andlifestyle editors from various p...
Competitor ComparisonComparison with Rimowa (92 Words)Compare to Rimowa, another award-wining premium oldest luggage manuf...
RecommendationRecommendation:Tumi (48 words):As a luxury brand, Tumi should seek more brand association opportunities with...
The PuLi Hotel and Spa                        MASTERING        in innovative cultural touch points                        ...
Six Thinking Hats (Edward, 1999) Analysis                                             WHITE HAT(Facts)                    ...
Six Thinking Hats (Edward, 1999) Analysis on The PuLi                                      Pioneering in innovative crosso...
Pioneering in innovative crossover product Study                                                              Case designT...
Pioneering in innovative crossover product Study                                                              Case designW...
Competitor Comparison                         Pioneering in innovative crossover product designComparison with Hyatt on th...
Recommendation                           Pioneering in innovative crossover product designRecommendation:The PuLi Hotel an...
EMOTIONAL LEADER       in innovativebrand conceptual design         (China Area)
Six Thinking Hats (Edward, 1999) Analysis                                             WHITE HAT(Facts)                    ...
Six Thinking Hats (Edward, 1999) Analysis                                          RED HAT(Emotional View)                ...
Case StudyGrey Goose ‘The Club’ (221 words)“The Club” is designed as an exclusive club where invited members will be able ...
Case StudyThe exciting and mystical design thinking of The Club leads a development of publicityprogram to generate hype a...
Competitor ComparisonComparison with ABSLUT VODKA (89 words)Absolut vodka used to cooperate with various urban and contemp...
RecommendationRecommendation:Grey Goose (46 words)Grey Goose should be more lively and distinctive to attract younggenerat...
ReferenceEdward D.B.,(1999). Six Thinking Hats. 3rd ed. Great Britain: PenguinAaker, D.A. (2004a), Brand Portfolio Managem...
APPENDIX1.1 Semi-structured Interview:Oi Ling Lam, Regional Marketing Manager, Tumi Asia Pacific1. Could you please share ...
APPENDIX     1.2 Tumi Tag Collection (China) Media Publicity Placements:     Jan-May 2011                                 ...
APPENDIX2.1 Semi-structured Interview:What’s your main observation on the design in Jing’an Restaurant when you firsttime ...
APPENDIX3.1 Brand Manifesto of Grey Goose:Shared by the Grey Goose brand side:
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Creative enterprise assignment weihua li

  1. 1. Creative Enterprise WEIHUA LI CASE STUDIES 1127833“ Definition: A commercial organization that rationally involves the method and process of innovative, critical thinking into the practice in business context. [20 words] ”
  2. 2. TUMIThe PuLi Hotel & Spa Grey Goose
  3. 3. PIONEERINGin innovative crossover product design
  4. 4. 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.Six Thinking Hats 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 – 2011 - TUMI X Anna Sui TUMI X John "Crash" Matos 2011 - TUMI X MINI COOPER 2011 - TUMI X DUCATI
  5. 5. Six Thinking Hats (Edward, 1999) Analysis 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)Six Thinking Hats • 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 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
  6. 6. 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) Figure 1. Tumi Tag Limited Edition CollectionThe innovative cross-over design and ground breaking partnership is a strong processto help Tumi build up an innovative and dynamic brand identity. In this case, Tumiconducted a creative brand association with the urban artist. Persons may not bebrands but they can possess brand equity, in terms of strong associations and brandrecognition(Henrik U., 2005). Person can contribute to differentiation and relevance forthe corporate brand (Aaker, 2004a, b). It can also add instant recognition and brandpersonality to the corporate brand identity(Henrik U., 2005).Meanwhile, Tumi leveraged this distinctive and attractive design with several strategicapproaches, such as media outreach strategy, global events, and global advertisingcampaign, to generate huge media coverage and public buzz, gained increasing brandawareness amongst the consumers around the world.
  7. 7. Case studyThe creative design of Tag collection was highly appreciated by many fashion andlifestyle editors from various press, such as Vogue, GQ and Men‟s Uno, Ms. Oi LingLam mentioned. According to an internal PR Report of China market (See Appendix1.2) from Jan – May 2011, provided by Ms. OiLing Lam, a huge media coveragevalue 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 innovativedesign thinking of Tumi. (See Figure 2) Figure 2. Key press clipping of Tumi Tag collection
  8. 8. Competitor ComparisonComparison with Rimowa (92 Words)Compare to Rimowa, another award-wining premium oldest luggage manufacturerfrom Germany, Tumi stands out as its innovative design in brand association andinnovation.Observing the collections newly launched during this 5 years, Rimowa emphasizedon the brand heritage through its more than 100 years‟ brand history, which wasaccordingly allocated on the classical Aluminium suitcase(See Figure 3). On thecontrary, Tumi devotes in releasing diverse and distinct crossover travel art pieceswith the brands or artists who enjoy great reputation, bringing fresh strength to thebrand and meets different needs of customer. Figure 3. Rimowa Erster Aluminium suitcase
  9. 9. RecommendationRecommendation:Tumi (48 words):As a luxury brand, Tumi should seek more brand association opportunities with globaltop fashion designers or famous fashion brands, who breathe new life into the brands ofother industries. In the meantime, try to modify the exterior structure of the suitcase todeliver more creative and impressive design.Rimowa (46 words):Not only embrace and preserve the rich heritage of brand culture, but also infuse thebrand innovation into the historical brand equity. Conducting the brand associationopportunities with creative and critical design thinking to meet more customers in thisage appreciating innovation and creativity.
  10. 10. The PuLi Hotel and Spa MASTERING in innovative cultural touch points Space design
  11. 11. Six Thinking Hats (Edward, 1999) Analysis 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 citySix Thinking Hats 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.
  12. 12. Six Thinking Hats (Edward, 1999) Analysis on The PuLi 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 Jingan 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)Six Thinking Hats • 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. 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.
  13. 13. Pioneering in innovative crossover product Study Case designThe 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‟sinteriors are separated into three distinctive areas, a formal restaurant, a centrallibrary and bistro cum relaxed lounge area. Materials and decorative piecesselected for the restaurant work in tandem with The PuLi‟s overall design conceptof the east and west, the old and new. The dark timber panelling and historicBeijing Hutong bricks highlight this contrast at Jing‟An Restaurant, along withWestern 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)
  14. 14. Pioneering in innovative crossover product Study Case designWith the innovative design thinking, The Jing‟an Restaurant was granted as theBest Restaurant Design in Greater China 2009 – awarded by Travel & LeisureMagazine. Meanwhile, the restaurant was sought after by a number of famous foodcritics and editors from fine food/lifestyle magazines(See Figure 2). These awardsalong with relevant media exposure helped The PuLi elevate the brand awareness;build up an extremely positive brand image, and therefore attract more guests forthe PuLi experience. Figure 2. Key press clipping of Jing‟an Restaurant
  15. 15. Competitor Comparison Pioneering in innovative crossover product designComparison with Hyatt on the Bund (94 Words)Compare to Hyatt on the Bund, another luxury hotel who enjoys a good reputationin Shanghai, The PuLi stands out for the connection of cultural design conceptwhich embraces the modern and traditional culture charm.The main exterior and interior design thinking of Hyatt on the Bund is the moderntaste with panorama view of the Bund(See Figure 3). It is a magnificent design ideabut without a linkage with Chinese culture. On the contrary, The PuLi leverages thematerial, such as he dark timber panelling and historic Beijing Hutong bricks tohighlight the Chinese culture charm. Figure 3. The design of Hyatt on the Bund
  16. 16. Recommendation 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 foruse in hotel operations, a heat-proof facade for higher energy conservation viatemperature adjustments and monitor, windows that uses low-emission glass toreduce 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‟ Shanghaihistorical design, bringing a more comprehensive understanding on the physical andemotional connection (Aleksandar H., 2010) between eastern and western culture.
  17. 17. EMOTIONAL LEADER in innovativebrand conceptual design (China Area)
  18. 18. Six Thinking Hats (Edward, 1999) Analysis 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 Thinking Hats
  19. 19. Six Thinking Hats (Edward, 1999) Analysis 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)Six Thinking Hats • 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 BLUE HAT(Thinking Process) • The design thinking of packaging, advertising should be taken into account
  20. 20. Case StudyGrey Goose ‘The Club’ (221 words)“The Club” is designed as an exclusive club where invited members will be able tocome together with likeminded people to experience the very best in sophisticationand style. The premise is all about networking, socializing and gaining access to thebest luxury experiences.Leaders of style and sophistication that creatively embody the principles of GreyGoose – Fly Higher. Premium consumers are becoming more exposed to morethings than just brands(See Figure 1). Their horizons will also be expanded furtherby art, music, travel, new paradigms and knowledge from new people and luxuryexperiences. At its quintessence, membership to the club is a recognition of socialclass distinction. New Ideas New Concepts New Experiences New Role Models New Tastes Figure 1. Key Features Design of The Club
  21. 21. Case StudyThe exciting and mystical design thinking of The Club leads a development of publicityprogram to generate hype and brand awareness. The editorial angles in terms of theClub are comprehensively developed and well covered(See Figure 2), which leads agood public exposure and reinforce the awareness of Grey Goose brand principle. No. Editorial Angles Media Type - Everyones talking about Shanghai latest 1 Master Media Club…but with no location - Access all areas: You can when The Club 2 Fashion & Lifestyle launches later this year - Trades fight it out to be the first to host “The 3 Trade media Club” 4 - Who are the founding members of “The Club” – Lifestyle/Social the club everyone wants an invite to (exclusive interview) Figure 2 Media Coverage Angles
  22. 22. Competitor ComparisonComparison with ABSLUT VODKA (89 words)Absolut vodka used to cooperate with various urban and contemporary designersand artists on product design, advertising campaign and global contemporary artevents. For example the partnership with famous Chinese contemporary artist – WuHao(See Figure 3).However, grey goose put more efforts on high-level positioning strategy withcomplex branding expansion design thinking. For instance, Partner with China‟sleading F&B establishments to showcase the different and exciting ways to enjoyGrey Goose. Moreover, Grey Goose frequently hits parties that mark the mostimportant art, fashion and film events in Shanghai. Figure 3. ABSOLUT X WuHao Limited Edtion
  23. 23. RecommendationRecommendation:Grey Goose (46 words)Grey Goose should be more lively and distinctive to attract younggeneration consumers, which requires creativity in its appearancedesign, should conduct the cross over design partnership with luxurybrands who share the same values, engage celebrity as a Grey Goosebrand ambassadors.Absolut Vodka (47 words)Absolut Vodka should innovate in its core brand concept design andbrewing skill to develop its high-end market share through more criticaldesign thinking. An Absolut Vodka Fan Club could be launched toindulgent the target consumer of generation young, bringing uniquebrand experience of Absolut.
  24. 24. ReferenceEdward D.B.,(1999). Six Thinking Hats. 3rd ed. Great Britain: PenguinAaker, 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 thecreation of inclusive brand architecture. European Journal of Marketing. Vol. 40 No. 7/8,2006. pp. 785-802Aleksandar H., (2010). Place Branding in the culture of design. Poser. Vol.39 No.18,2010. pp. 191-203Withiam, 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.
  25. 25. APPENDIX1.1 Semi-structured Interview:Oi Ling Lam, Regional Marketing Manager, Tumi Asia Pacific1. 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.
  26. 26. APPENDIX 1.2 Tumi Tag Collection (China) Media Publicity Placements: Jan-May 2011 Crash Media Publicity Placements: Jan-May 2011 Priority Media Product Date Media Outlet Story Title Product Article Impressions PR Value (USD) Target Type placement1/26/11 163.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 27,8482/24/11 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 2,8593/1/11 Mens 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 Mens 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 11,0623/1/11 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 Tumi Tag Collection/ HK event3/21/11 Life Style Yes Print Leading U.S. luggage brand Tumi lauches the Tumi Taglimited Collection coverage x x 650,000 54,767 Tumi cooperated with New York artist to launch limited suitcases and the3/21/11 Haibao.com No Online colorful graffiti shows creativity Tumi Tag Collection x x n/a 13,9243/22/11 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 Tumi cooperated with artist John Crash Matos to launch the limited Tumi Tumi Tag Collection/ HK Tokyo3/27/11 haibao.cn No Online Tag suitcases. Welcome to Tumi‟s global celebration parties! event coverage x x n/a 9,283 Tumi cooperated with artist John Crash Matos to launch the limited Tumi Tumi Tag Collection/ HK Tokyo3/28/11 Chinabag.com.cn No Online Tag suitcases. Welcome to Tumi‟s global celebration parties! event coverage x x n/a 18,5653/29/11 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 34,8104/2/11 Modern Weekly(SH) Yes Print Traveling with Tumi Graffiti Suitcases Tumi Tag Collection x x 750,000 13,924 The New York Urban artist John "Crash" Matos Shows His creativity for the4/7/11 Fashion Weekly Yes Print Limited Tumi Tag Suitcases Tumi Tag Collection x x 300,000 11,371 Tumi Tag Collection/ HK event4/7/11 Fashion Weekly Yes Print Cross-border Cooperation between Tumi and New York Urban Artist coverage x x 300,000 11,3714/7/11 City Life No Print Color the Carry-on Tumi Tag Collection x x 240,000 15,471 Tumi Tag Collection/ HK event4/8/11 Hotspot Yes Print Tumi Graffiti Art Traveler was Born coverage x x 378,000 51,0544/9/11 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 1,9654/28/11 Color News Weekly No Print Traveling of Graffiti Tumi Tag Collection x x 380,000 2,4834/30/11 Modern Weekly(SH) Yes Print Small but Fancy Tumi Tag Collection x x 750,000 3,868 Tumi Tag Collection/ HK Tokyo5/1/11 Mens Uno Yes Print The Art of Traveling event coverage x x 698,000 58,4805/1/11 Mens Uno Yes Print Limited Tumi Travel Bags Tumi Tag Collection x x 698,000 7,310 The Beauty of Crossing Boundary - Tumi Launching Tumi Tag Limited Tumi Tag Collection/ HK event5/1/11 Brazaars Men Yes Print Series coverage x x 450,000 52,911 Tumi Tag Collection/ HK event5/1/11 Esquire Yes Print Tumi Launching Tumi Tag Limited Series coverage x x 896,800 126,2435/1/11 Bazaar Art Yes Print Arts for People-Accessories Tumi Tag Collection x 360,000 37,1305/1/11 Bazaar Art Yes Print Graffiti Belongs to Streets Forever Tumi Tag Collection x x 360,000 742,6095/9/11 Lifeweek No Print Graffiti Travel Pack Tumi Tag Collection x x 750,000 12,5325/28/11 Modern Weekly(SH) Yes Print Going Colorful Tumi Tag Collection x x 750,000 34,810TotalCoverage51 TTL 1,771,709 * Provided by Tumi Asia Pacific
  27. 27. APPENDIX2.1 Semi-structured Interview:What’s your main observation on the design in Jing’an Restaurant when you firsttime had dinner there?Vino Sun, Lifestyle Editor, Vogue China The 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 magazine I 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.
  28. 28. APPENDIX3.1 Brand Manifesto of Grey Goose:Shared by the Grey Goose brand side:

×