Global Concept Store


FormRoom were invited by industry leaders Samsonite to re-imagine the retail experience around luggage and travel.

Customer engagement and digital-led, interactive displays were the key attributes to help transform the way customers purchase luggage and travel goods.

Project Features

Retail Interior Design

Brand Identity

Extensive research into competitors and consumer analysis uncovered crucial insight into the future of this somewhat neglected category.

FormRoom provided multiple concepts based on current and potential customer profiles, considering the relationship with the brand, needs and behaviour.

Customer engagement and digital-led, interactive displays were the key attributes.

“The store looks to be an omni-channel retail platform, designed to provide a seamless offline-to-online shopping experience for customers.”



We developed the concept of a multi-brand store to display the curated collections; short haul, long-haul travellers, business trip and mini-break. The concept evoked the feeling of an exclusive exhibition.

Technology showcasing, Test & Play arenas, lifestyle orientated product displays and generous lounges with personalisation services all combine to champion Samsonite as the leaders in their industry, at the forefront of both product and retail experience.

This concept store exudes a deep understanding of the Samsonite customer landscape and market opportunities for business growth.

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