Over 500 guests congregated at the pop-up TUMI Loft in Hong Kong’s Pacific Place to celebrate the brand’s latest collection as well as the arrival of Hollywood actor Chris Pratt who stars in the brand’s latest campaign for Asia Pacific and the Middle East. An open-air structure made of exposed steel with raw concrete floors, the TUMI Loft installation aims to transport its visitors to the industrial yet cosmopolitan essence of the brand’s New York roots. It’s a creative and experiential space that incorporates augmented reality tech activations through Tumi’s new app, allowing guests to take selfies and videos with a virtual Chris Pratt, trigger a special Chris Pratt avatar animation by scanning his poster at the entrance, and explore TUMI Alpha 3 products in 3D. The loft’s Style Corner shows off the brand’s Alpha 3 and Alpha Bravo collections, made of ballistic nylon, combining sleek design with soft, yet ultra-durable material for bags and travel cases that withstand the wear and tear of frequent travelling.

Actor Chris Pratt greeted the slew of fans that showed up for his appearance with a hearty “I love Hong Kong” before conversing on stage with Chinese-Canadian actress and singer Linda Chung, sharing some of his travel tips in the process. Tumi creative director Victor Sanz was also at the event, mingling with guests, along with actors and supermodels Mao Zijun, Wesley Wong, Qiqi Yam, Rosemary Vandenbroucke and Evelyn Choi. Highlights of the party included a personalised luggage tag-making station, delicious hors d’oeuvres and music by DJ Mengzy.

The TUMI Loft is open until 6 May