Samsonite partnered with RGLA to re-imagine the look and feel of its prototype to merge flexibility and a sense of brand discovery. The new store is designed around a modular theme to be able to flex and configure to a variety of luggage styles/sizes with ease, as well as to support brand expansion strategies. The new timeless design transcends the typical luggage store with experiential components that highlight the many functions and solutions that Samsonite offers. An interactive feature zone simulating an airplane scenario with airline seats and an overhead compartment adds an experiential aspect to the store environment where customers can test their favorite carry-on luggage. Additional experiential elements include a luggage scale integrated as part of the feature table setup, as well as different flooring segments where customers can try the luggage on different flooring scenarios including carpet, tile and asphalt.