Samsonite’s Alicia Lee on bringing colour – and scents – into America Tourister’s Chupa Chups travel range

Alicia, thanks for making time. For anyone new to American Tourister, how would you sum up the brand’s approach to design?
The American Tourister’s brand approach to design can be summed up in three key principles: functionality, durability and vibrant aesthetics. We are committed to creating luggage and travel accessories that not only meets the practical needs of our young customers, but also expresses their personal style and free spirit.

Our designs are infused with a sense of fun and vibrancy, ensuring that each piece is not just a travel necessity, but a statement of individuality. We believe in blending our luggage’s and bags with bold, colourful designs to make every journey enjoyable and seamless.

What do you look for in a brand when it comes to collaborations?
We look for brands that share our core values of creativity, fun and a commitment to quality. We seek partners who are innovative and have a strong, recognisable identity that resonates with our audience. We like to push the envelope when it comes to collaborations and doing things that are unexpected. Therefore, the goal is to create a synergy that enhances both brands and brings something unique and exciting to our customers.

You launched a collaboration with Chupa Chups earlier this year. What about the brand’s design sensibility felt like a neat fit?
Chupa Chups is an iconic brand known for its bold colours, fun patterns, and youthful energy – qualities that align perfectly with our approach to creating visually striking and expressive travel luggage and accessories. Their commitment to bringing joy and a touch of flavour to everyday moments mirrors our mission to make every journey enjoyable and full of personality.

This collaboration allows us to blend our functional and visually appealing luggage and bags with Chupa Chups’ distinctive and cheerful designs, resulting in a collection that truly stands out and delights our customers. We also wanted to excite and surprise as who would have thought that a confectionary and a luggage brand could collaborate on a collection!

Can you talk us through the design process behind the collection? What were some key decisions that shaped the range?
A foundational element of this collection was Chupa Chups’ colourful and fun lifestyle guide. We immersed ourselves in their brand’s visual language, drawing inspiration from their iconic lollipops, bold colour palettes, and playful patterns. This guide helped us ensure that each piece in the collection truly embodied the joyous spirit of Chupa Chups and American Tourister.

Balancing functionality with aesthetics was also crucial in our design process. We wanted to create a multi-sensory experience for our customers by incorporating a subtle and sweet strawberry scent in our lining which was reminiscent of the Chupa Chups lollipop flavour.

This collaboration allowed us to blend American Tourister’s expertise in travel gear with Chupa Chups’ joyful and vibrant design sensibility, resulting in a truly special range that no other brand can replicate.

Scented luggage – brilliant! Now, what do you feel is the key to successful creative collaborations between licensees like yourself and brand owners like Perfetti van Melle?
The key to successful creative collaborations between American Tourister and Perfetti van Melle lies in a few critical elements: a shared vision, open communication, mutual respect and a deep understanding of each brand’s unique strengths and values.

Good answer. In the broader travel sector, are you seeing a trend for customers going for these bolder, brighter designs when it comes to luggage?
Absolutely, there is a noticeable trend in the travel sector where customers are increasingly gravitating towards bolder, brighter, and more creative designs when it comes to luggage. This shift is largely driven by a few key factors…

Firstly, travel has become a significant part of people’s lifestyles, and as such, travellers are looking for ways to express their individuality and personal style. Bold and creative luggage designs allow customers to make a statement, showcasing their personality and standing out in a sea of conventional black and grey suitcases.

Secondly, the rise of social media and the desire to share travel experiences online has also played a crucial role in this trend. Eye-catching luggage designs make for great social media content – and travellers often seek pieces that are Instagram-worthy. Vibrant and unique luggage not only adds a pop of colour to travel photos but also reflects the excitement and adventure of travel itself.

Moreover, brands are increasingly recognising this trend and responding with innovative and aesthetically pleasing designs. Collaborations – like our partnership with Chupa Chups – are a testament to this. By blending Chupa Chups’ playful and colourful aesthetic with American Tourister’s functionality, we cater to the modern traveller’s desire for both style and practicality.

Last question! What fuels your own creativity?
Great question! Firstly, travel itself is a huge source of inspiration. Exploring new places, experiencing different cultures and observing the diverse ways people travel and express themselves provide endless creative ideas. Each destination offers unique colours, patterns, and styles that can be translated into our designs.

Secondly, staying attuned to global trends in fashion, art, and technology helps us keep our designs fresh and relevant. We keep a close eye on emerging trends in these fields, as they often influence consumer preferences and can be adapted creatively into our products.

And lastly, customer feedback and engagement. Understanding what our customers love, what excites them, and what they wish to see in their travel accessories drives a lot of our design decisions. Listening to their stories and experiences with our products provides invaluable insights and sparks new ideas.

Alicia, this has been fun! Thanks again.