Creative enterprise assignment weihua li

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. TUMI
The PuLi Hotel & Spa
Grey Goose

3. PIONEERING
in innovative crossover
product design

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. 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. 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 Collection
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).
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.

7. 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

8. 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

9. 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.

10. The PuLi Hotel and Spa
MASTERING
in innovative cultural touch points
Space design

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 city
Six 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. 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 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)
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. Pioneering in innovative crossover product Study
Case design
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)

14. Pioneering in innovative crossover product Study
Case design
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

15. Competitor Comparison
Pioneering in innovative crossover product design
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

16. Recommendation
Pioneering in innovative crossover product design
Recommendation:
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.

17. EMOTIONAL LEADER
in innovative
brand conceptual design
(China Area)

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. 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. 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.
New Ideas New Concepts New Experiences
New Role Models New Tastes
Figure 1. Key Features Design of The Club

21. 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
- Everyone's 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. 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

23. Recommendation
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.

24. Reference
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.

25. APPENDIX
1.1 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.

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 placement
1/26/11 163.com Yes Online Tumi launches its Limited-Edition TAG collection Tumi Tag Collection x x n/a 23,207
1/28/11 China Business News No Print Tumi lauches Its Limited Suitcase with Urban Artists Tumi Tag Collection x x 796,000 6,878
2/12/11 Ellechina.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,848
2/15/11 Sohu.com Yes Oline Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x n/a 69,620
2/15/11 GQ.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,848
2/15/11 Onlylady.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 27,848
2/16/11 1626.com No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 23,207
2/21/11 SG.com.cn No Online Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x n/a 9,283
2/22/11 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 8,509
3/1/11 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 1,237
3/1/11 Euro Sky No Print Tumi Launches Limited Edition of Tag Collection Tumi Tag Collection x x 50,000 6,324
3/1/11 Golf Digest No Print Tumi lauches Its Limited Suitcase with Urban Artists Tumi Tag Collection x x 350,000 12,996
3/1/11 Men's Health Yes Print Tumi Showcases Creativity for Spring Tumi Tag Collection x x 520,950 7,735
3/1/11 Luxury Watcher No Print Tumi Limited Suitcases Asperses Creativity Tumi Tag Collection x x 100,000 13,924
3/1/11 GQ Yes Print Tumi Graffiti Art Suitcases Tumi Tag Collection x x 500,000 37,130
3/1/11 Moment No Print Tumi shows the limited edition Tumi Tag Tumi Tag Collection x x 220,000 13,924
3/1/11 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 17,018
3/1/11 Good Life No Print Tumi shows the limited edition Tumi Tag Suitcases Tumi Tag Collection x x 100,000 4,641
3/1/11 Comfort No Print Tumi Issued Its Limited Suitcase Tumi Tag Collection x x 280,000 6,961
3/1/11 Golf Digest No Print Limited Tumi Tag Series Tumi Tag Collection x x 350,000 12,996
3/1/11 Stuff No Print Tumi Issued Its Limited Suitcase Tumi Tag Collection x x 550,000 5,802
3/3/11 BQ Yes Print Tumi Limited Edition of Tag Collection Tumi Tag Collection x x 280,000 2,785
3/8/11 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 event
3/21/11 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 the
3/21/11 Haibao.com No Online colorful 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 23,207
3/24/11 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 Tokyo
3/27/11 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 Tokyo
3/28/11 Chinabag.com.cn No Online Tag suitcases. Welcome to Tumi‟s global celebration parties! 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 4,177
4/1/11 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
The New York Urban artist John "Crash" Matos Shows His creativity for the
4/7/11 Fashion Weekly Yes Print Limited Tumi Tag Suitcases Tumi Tag Collection x x 300,000 11,371
Tumi Tag Collection/ HK event
4/7/11 Fashion Weekly Yes Print Cross-border Cooperation between Tumi and New York Urban Artist 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
Tumi Tag Collection/ HK event
4/8/11 Hotspot Yes Print Tumi Graffiti Art Traveler was Born 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 1,392
4/23/11 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
Tumi Tag Collection/ HK Tokyo
5/1/11 Men's Uno Yes Print The Art of Traveling 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
The Beauty of Crossing Boundary - Tumi Launching Tumi Tag Limited Tumi Tag Collection/ HK event
5/1/11 Brazaar's Men Yes Print Series coverage x x 450,000 52,911
Tumi Tag Collection/ HK event
5/1/11 Esquire Yes Print Tumi Launching Tumi Tag Limited Series 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

27. APPENDIX
2.1 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 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. APPENDIX
3.1 Brand Manifesto of Grey Goose:
Shared by the Grey Goose brand side: