Friday, March 29, 2024
Yesterday was a landmark day for TUMI, the renowned international travel and lifestyle brand, as it joyfully announced the appointment of esteemed South Korean actress Mun Ka Young as its newest global ambassador. Mun attended an exclusive event in Singapore on March 27th to commemorate the launch of TUMI’s latest women’s handbag collection, Asra, and her inaugural campaign collaboration with the brand.
Mun Ka Young and TUMI’s Creative Director, Victor Sanz, graced the “Discovering Asra” event, which drew over 200 influential personalities from the region. Notable attendees included Charlene Choi, Isyana Sarasvati, Gabbi Garcia, Sarah Lahbati, Diem My, Dunk Natachai Boonprasert, Love Pattranite, Tzeng Chih Chiao, Scha Al-Yahya, Koe Yeet, Carrie Wong, Desmond Tan, and Diipa Büller-Khosla. The event included a glamorous VIP dinner and party, with key figures from TUMI’s global team, such as Andrew Dawson (President), Jill Krizelman (SVP Global Marketing & eCommerce), and Aris Maroulis (VP for Asia-Pacific & Middle East), joining the celebration. Singapore was selected as the launch destination, highlighting the city’s influence on TUMI’s Spring 2024 collection and color scheme.
Mun Ka Young accessorized with the Asra Small Crossbody in Moonlight, highlighting TUMI’s latest addition to its dynamic women’s collection. The Asra line is designed for the modern woman who effortlessly combines style and functionality, offering three sizes and a range of captivating colors, including timeless Black and seasonal hues like Moonlight, Cameo Rose, and Purple Sunset. Each Asra bag features meticulous pleating for a soft yet structured silhouette, complemented by coordinating hardware and a distinctive knotted shoulder strap. Practical details such as an exterior microfiber-lined pocket cater to everyday needs, while the option to personalize with a leather monogram charm adds TUMI’s signature flair.
The exclusive “Discovering Asra” event unfolded with a series of delightful surprises, guiding guests on an enchanting journey to explore the modern elegance of Asra. Starting with a sunset cruise aboard luxurious TUMI-branded yachts to Sentosa, attendees were then transported to the elegant “Sentosa Pavilion” at Sentosa Golf Club. The venue, transformed to reflect Mun’s effortless style and the chic design elements of Asra, notably highlighted the vibrant Purple Sunset hue, drawing inspiration from Sentosa Island’s scenic landscapes.
Inside, guests were greeted by a captivating showcase featuring a variety of Asra designs framed against soft, curved flower-adorned arches, echoing the bag’s aesthetic. The journey continued through the “Marble Room,” a stunning space adorned with a floating Asra display in the alluring Cameo Rose shade. Guests then ventured through the mesmerizing “Asra Alley,” where the collection was presented against a dynamic video projection by visual artist Markus Kanzler. Finally, in the dining room, guests gathered around long tables, surrounded by LED panels recounting the evening’s narrative, celebrating the collaboration between TUMI and Mun Ka Young.
Renowned personalities from across the Asia-Pacific region joined in the festivities at “Discovering Asra.”
Following Mun’s official introduction by Sanz, guests enjoyed a custom menu crafted by acclaimed Art Director Loic Serot in collaboration with Chef Bjoern Alexander, formerly of the renowned two-Michelin-starred restaurant Octavium. Each of the five courses was inspired by pivotal moments in Mun’s life, from her multicultural background as a Korean native born in Germany to her accomplishments in music, acting, and her recent role as TUMI’s ambassador. The dinner was accompanied by captivating visual projections and a live musical performance.
The celebration continued under the night sky with the “Discovering Asra” party, featuring mesmerizing digital fireworks, a lively performance by South Korean DJ Siena, bespoke cocktails by Singapore’s Nutmeg & Clove, and an enticing edible dessert wall curated by Singaporean chef Janice Wong.
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