2023-07-21 15:02:06
New York (ots/PRNewswire) – The three-part series recorded by Highsnobiety, entitled The High Road” tells the story of a journey in McLaren’s supercars through the UK, Singapore and Las Vegas, bringing to life three unique stories with unexpected talent and eye-popping imagery.
The international travel and lifestyle brand TUMI presented today „The High Road” a content series developed in partnership with Highsnobiety, highlighting the brand’s ongoing collaboration with elite motorsport team and luxury supercar maker McLaren. The three-part series documents a journey through video and photo content across three very different cultures and continents, covering the Formula 1 Grand Prix races in Great Britain, Singapore and Las Vegas and the product TUMI | McLaren will be presented. At all three locations, a cultural trendsetter will get behind the wheel of a GT or McLaren Artura, the company’s latest lightweight hybrid supercar, driving through unique landscapes, introducing local landmarks along the way and interacting with the community en route to the races. „The High Road” gives spectators an exclusive look beyond the track into the pits and paddock of the McLaren F1 teams.
Those of Highsnobiety in the documentary style of Other Fish The videos produced showcase the brand’s engineering and craftsmanship with fresh, beautiful content. The series shows how international trendsetters use pieces from the TUMI | McLaren 60th Anniversary Collection and core collections for the ride when they travel with TUMI.
The series was officially launched today, right following the British Grand Prix race week, while the second and third installments will be launched at the Singapore Grand Prix on October 18th and the Las Vegas Grand Prix on November 20th respectively. Fashion photographer documented at Silverstone Melvin Israel his journey through Great Britain in an individual book with postcard-sized illustrations of the products. In Singapore, the trendsetter will explore the city-state and embed the series in local culture ahead of the Grand Prix. In Vegas, the Cultural Scout will embark on a scenic road trip that captures the diversity of the American Southwest and highlights the highlights of Saturday night’s street race.
“This opportunity represents the ultimate partnership, taking the driving forces of TUMI, Highsnobiety and McLaren and presenting them from a fresh new perspective. At TUMI, we are committed to innovation, excellence, and the perfection of personalized travel. Partnering with Highsnobiety brings a new, innovative approach to storytelling,” said Jill Krizelman, TUMI senior vice president of global marketing and e-commerce.
“We are proud to announce our partnership with TUMI | McLaren and merging their commitment to ultramodern design and craftsmanship with the apex of what’s next, creating a content series that celebrates our shared dedication to the world of travel and luxury vehicles,” said Haein Dorin, US Vice President and General Manager at Highsnobiety. “The series takes Highsnobiety’s always forward-thinking cultural perspective to bring the TUMI | McLaren collection to Ram around the world penlight.”
TUMI and Highsnobiety are also engaging buyers, supercar admirers, and fans alike with a social media call-to-action and buyable editorial integrations on Highsnobiety.com. A special moment will come in Las Vegas when TUMI will participate in multiple branding events across Las Vegas, including a brand takeover at the baggage terminal at Harry Reid International Airport and a pop-up experience at Ceasar’s Palace with daily activities.
Join the journey and follow #TheHighRoad @TUMITravel @Highsnobiety @HighsnobietyDesign. The TUMI | McLaren collections are available worldwide in TUMI stores, on TUMI.com and in selected department stores.
About TUMI
Since 1975, TUMI has created premium business, travel and performance luxury goods that enhance, simplify and enhance all aspects of life while traveling. Combining flawless functionality with a spirit of ingenuity, we are committed to putting travel at the lifelong service of movers and doers, so they can pursue their passions. For more information regarding TUMI, visit TUMI.com
TUMI und das TUMI-Logo sind eingetragene Warenzeichen von Tumi, Inc. ©2023 Tumi, Inc.
Information regarding Highsnobiety
Highsnobiety is a brand dedicated to a new generation of cultural pioneers. We want to discover and promote the best of our culture, bring people together through our love of style and strengthen a community of emerging creatives. Always one step ahead, Highsnobiety is dedicated to discovering what’s new.
Founded in 2005 by CEO David Fischer, Highsnobiety is a global company headquartered in Berlin with offices in New York, Los Angeles, London, Amsterdam, Paris, Milan and Tokyo. We are a digital media and culture consultancy at the intersection of style, art, design and technology, providing a platform for the brands and people we care regarding.
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