Major-Lite Premium — Designing the Future Language of Samsonite
Background
As Samsonite approached its 9th-generation evolution, the brand sought a new design identity that bridges its century-long heritage with modern mobility and luxury. During my internship under the Design Director, I was given full creative freedom to explore the future of Samsonite’s high-end product line — transforming functional travel tools into emotional design icons.
What I Led
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Explored eight future-facing design languages, analyzing their alignment with Samsonite’s evolving brand DNA and user aspirations across business, urban, and leisure travel contexts.
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Defined four potential design directions, with detailed concept models, CMF systems, and ergonomic innovations.
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Developed the final flagship design for Major-Lite Premium, which became the cornerstone of Samsonite’s next-generation language.
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Integrated inspirations from automotive design, transforming aerodynamic and diamond-cut surface geometries into a travel product language of precision and motion.
Outcomes & Impact
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Design adopted for production — selected concept as the defining direction for Major-Lite Premium, marking Samsonite’s 9th-generation design language.
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Patented design innovation — maintaining the original intent and aesthetic DNA from my concept phase.
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Product launched globally in 2024, retaining the original design intent, CMF strategy, and core structure from my concept phase.
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Elevated Samsonite’s design perception from functional minimalism to “engineered luxury”, establishing a new aesthetic benchmark across its premium portfolio.
This project redefined Samsonite’s premium identity through the fusion of aesthetic precision and functional intelligence — transforming classic craftsmanship into a modern, emotionally resonant design language for the next decade.
