Challenged to design a showroom for the international luggage brand Samsonite, i29 reflected on the companies spatial brand identity. The brief was to create an experience that unifies the diversity of Samsonite Group and it’s sub-brands. To create a spatial identity which is fresh, recognizable and consistent, in order to inspire a diverse group of customers. From young and fashionable to mature and classic. i29 searched for an archaic symbol that intuitively refer to travel and movement in the broadest way. The graphic black and white color scheme that i29 introduced as the base of the design refers to the natural habitat of the suitcase or bag, the ‘urban space’. A dynamic landscape is formed with multiple structures, each representing a sub-brand of Samsonite. The oblique graphical pattern with the diagonally placed objects provide a strong sense of direction: the diagonal layout is a twist for the eye, as it seems like the space is turned. Lighting rails and display units are all faced in one direction. A serie of open and closed showcase units provide enough display for the wide variety of products, while at the same time having the experience of walking through a blown up crosswalk.