Since 1975, TUMI has been creating world-class business and travel essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, they understand that daily travel has evolved from simply commuting to and from work, to the multi-faceted and inter-connected, and a bag that meets these needs is a mandatory accessory.
In 2003, Victor Sanz joined Tumi as an integral member of the design team, and now 13 years on he has been appointed Creative Director, taking his passion of art and design to the next level. Educated at the Pratt Institute in New York, Victor graduated at the top of his class, and upon graduation he landed a job as product designer at the Eastman Kodak company designing a new line of digital cameras. During his years at Kodak, Victor designed numerous award-winning digital cameras in addition to various consumer electronics. From here he joined Tumi injecting a fresh perspective into the products and attracting a younger consumer to the brand. Taking a brief hiatus, he joined Olivet International at the beginning of 2008 as the brand’s Design Director, overseeing and developing all men’s and women’s collections. Subsequently after just a year away, Victor returned, bringing with him a multi-disciplinary approach to create the next generation of Tumi products. Victor Sanz’s diverse experiences provide him with the unique ability to infuse the right combination of technology and fashion into each new product category. We met Tumi’s creative mastermind, and found out about his plans for the future of the brand, together with what he couldn’t be without on a desert island.
‘With every mile travelled, city ventured, stamp on your passport, your journey will reach a new degree – it’s only fitting that you carry a bag that reflects your movement,’ Victor Sanz
How have you found your change in role to Creative Director?
It has been great, and I am really excited about the opportunity, especially after being with the brand for over twelve years. I relish the chance to really grow the brand, innovate, and see the evolution, taking it to the next phase.
It is an all-encompassing role, do you feel this is an important structure to ensure consistency in the overall creative direction of the brand?
The brand has always been founded on innovation, and continuing to bring and inspire new product, so that really is what we are continuing to do. I concentrate with our team on exploring, inspiring and innovating ourselves, and the traveller. We keep the focussed direction by not deviating from our core, just doing more.
Will you be continuing as you were before, or can we expect a change in direction of the brand now you are at the helm?
The brand was founded with quality, innovation, and design at the core, so of course we are continuing that. My role is really staying focused on those factors, together with bringing the innovation forward. It is amazing because we continue to look and explore other industries, and the world around us is changing so quickly. Also, as airspace evolves it gives us more opportunity to tap into what they are doing, with materials and innovations.
How have you felt the brand has grown over the years you have worked with them?
It’s been a fantastic experience to be with a brand for so long, and watch it grow. The world has changed around us and we have been able to adapt to it. For example, the smartphone has really changed our dynamic, and we are able to produce products that can really fit into our customer’s lifestyles, and match their needs.
What sets Tumi apart from other luggage and accessory brands?
The one thing that sets us apart is that we are always looking at the customer as being the driver of what we produce and seeing how that customer’s lifestyle is evolving and changing. We focus on everyone’s needs, whether it is the day to day traveller, or the business person. For example, our female customers have very similar needs to men when it comes to business travel, however we don’t just make one product, but instead tailor it for the different customer, and this really sets us apart and allows us to excel. It is about how the user is going to benefit from the features, and making sure it is a product that lasts, as they are not disposable pieces, and we want them to exist for a great length of time.
How would you sum up Tumi in 3 words?
Innovative, contemporary, and stylish.
Before joining Tumi you held a position at Kodak, can we expect to see elements of camera technology in the future for Tumi?
I think that one of the reasons that Tumi brought me onboard, was because of my previous life designing for Kodak. This is because Tumi is really a product design house, with a fashion lens, and we custom design everything, from the fabrics to the technology. This allows us to take elements from the electronics, aerospace, and architecture worlds, and put them all into one product. Whether it is a moulding technique, or using different types of metals, or anodising, we can use all of these processes. There is a real thirst for knowledge, and innovation to inspire people, and that keeps us going.
How do you feel fashion and technology interlink?
We are in this amazing time in the world, where there is a great crossroad between design, fashion, and architecture. It is blending more than ever, allowing us talk about electronics, but in a fashionable and stylish way. Electronics are now fashionable items, but can really help out the users’ life.
Did your brief stint at Olivet broaden your knowledge of fashion and design, and was this a valuable experience to bring back to Tumi on your return?
For me, any opportunity to learn and expose yourself to new environments is hugely valuable. Whether it’s through collaborations with artists, DJ’s, or architects, we are always learning, as we don’t want to be creating in a tunnel, or becoming stagnant. I think my time at Olivet was one of those opportunities, and being able to bring that back into the Tumi culture has been great.
In the past you were known as just a luggage brand, however now you are so much more. Currently what are the strong segments?
As Tumi has evolved over the years, becoming more of a lifestyle brand, enriching our customer’s life, whether this is through travel or business. Strong segments are backpacks, which have had a rebirth and become a very stylish item.
You have worked on many collaborations, which have you been most proud of and do you have any others in the pipeline?
The ones that we are do that are charity based are more fulfilling for me. We have a huge following and the collaborations tend to come about organically, through chance encounters, especially because we are travelling a lot. We also try to partner with people who are also at the top of their game.
Has the way that travel has changed made a difference to how you design luggage?
I think that the biggest change for us is the strict airline regulations, and that really engages us to explore and push ourselves forward, whether this is with a new material or function. So, the biggest hurdle for us is really staying on top of these changes.
Where is your favourite place to visit?
I really love the Amalfi coast, there is just something very disconnected about the region. There is nature, beauty, and the coastline, which I find very soothing, even thinking about it!
What are your top tips for packing?
Lay everything out that you think you will need, and then cut it in half, and that will get you closer to what you will actually need. The less you take, is the less that you will need to manage.
What three things could you not do without on a desert island?
My iPhone, sketchpad, and of course my family.
What can we look forward to in the future for Tumi?
With Tumi it is always about the innovation, and we have a lot of exciting products in the pipeline. We are pushing ourselves as designers and brand leaders as always, to bring the industry forward and make everyone’s travels easier, to ensure they enjoy the moment, and not worry about the product. We want to continue to inspire and innovate, in order to surprise people.
By Eliza Scarborough
