TUMI leather tag personalization

TUMI Champs-Élysées — Luxury Personalization Event in Paris

In the heart of the Champs-Élysées, one of the world’s most prestigious avenues, Hakim Idriss Studio brought its artistic expertise to the flagship boutique of TUMI for an exclusive VIP event. This collaboration once again highlighted the studio’s ability to blend luxury branding and artistic craftsmanship, connecting Paris and Dubai through a shared vision of refinement and creativity.

Leather Tag Customization — A Refined and Practical Medium

During this elegant evening hosted by the Samsonite Group, guests were invited to personalize their leather travel tags — a timeless symbol of elegance and functionality. Flat, compact, and crafted from fine leather, these pieces provide an ideal surface for artistic customization. Using fine brushes and metallic inks, the artist created names, initials, and bespoke calligraphy with precision and grace. Each tag became a personal statement, reflecting both luxury and individuality.

Live Art as a Luxury Experience

The live personalization performance quickly became the centerpiece of the event. Guests gathered around the artist’s workstation, captivated by the meticulous gestures that turned leather into art. The process was as mesmerizing as the result — an elegant demonstration of craftsmanship meeting creativity. Whether for a single evening or a long-term activation, such live art performances elevate in-store events and reinforce emotional connection with the brand.

From Paris to Dubai — A Global Artistic Signature

Hakim Idriss Studio continues to collaborate with leading luxury brands across the world — from Montblanc Dubai Mall to Rimowa Mall of the Emirates and Four Seasons Hotel. Each project, whether in Dubai or Paris, celebrates the intersection of art and luxury retail, offering guests a memorable, human-centered experience that transcends borders.

Creating Emotion Through Craft

This event for TUMI exemplifies the studio’s approach — personalization as performance art. It’s not just about customizing an accessory, but about transforming a simple gesture into a shared moment of emotion. Similar collaborations, such as Lionsgate Cannes, Repossi at Le Bon Marché, or Hyatt Park personalization, reflect the same philosophy: bringing craftsmanship, precision, and human warmth to the world’s most inspiring brands.

ClientTUMIServiceslive customYear2023Linkfr.tumi.com