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Alexander Skarsgard is the new face of Tumi

The Swedish actor has become the face of the new Latitude Collection

By Nick Byam

TUMI, the premium travel, business and lifestyle essentials brand, launched their newest and third boutique in Central London.

The new store, located in Covent Garden, celebrates a space designed to be a premier retail hub where global citizens can experience the most advanced and cutting-edge technology at the forefront of travel-lifestyle retail innovation.

The concept brings the TUMI brand aesthetic to life as it syncs modern sophistication and technical innovation to create an architecturally elevated destination.

The party was hosted by Damien Mignot, general manager of TUMI Europe, and guests included Oliver Proudlock, Pietro Boselli, AJ Pritchard, Neil Jones, Ed Lamont, Natasha Ndlovu and Annaliese Dayes.

Alongside a live performance by singer Sophie Ellis-Bextor, a 4D video experience transformed the façade of the store giving guests an explosive and high-octane insight into the new Latitude collection and the Emmy-award winning actor.

The Latitude range is the lightest collection yet and comes in a premium hard-shell solution, built in mind to handle any journey with the utmost class.

To celebrate the collection, the brand went on an epic journey around the world on a single degree of latitude with Skarsgård. The campaign, directed by Augustus Punch, tested Latitude’s superior design, quality, durability and functionality, with each attribute represented by a stop on the journey.

Check out the campaign images below as well as images form the store launch