TOAST Events, an experiential marketing agency, recently partnered with Samsonite to launch its RED brand in India through an immersive, interactive experience at DLF Cyber Hub. This three-day event, held from November 7 to 9, introduced Samsonite RED’s latest collection to a diverse audience, including influencers, media, and consumers, through an installation that highlighted both the brand’s style and its reputation for quality and durability.
With this launch, Samsonite aimed to make a strong impression in the Indian market, with a focus on engaging consumers beyond traditional media channels. The brand sought to showcase the collection’s modern design and its versatility, while reinforcing its legacy of quality in travel goods.
TOAST Events created a 50-foot installation styled as an airport terminal, designed to draw visitors in and immerse them in the Samsonite RED experience. The display featured the new collection on a conveyor belt, reminiscent of an airport baggage claim, presenting products in a way that underscored the brand’s travel-focused identity. Throughout the installation, visually appealing photo opportunities were set up, encouraging attendees to capture and share their experiences.
Visitors also enjoyed arcade games where they could win discount coupons, while a luggage tag personalization station provided a unique keepsake for guests to take home. To further showcase the durability of Samsonite RED’s collection, a “Tumble Test” allowed attendees to observe the strength of the products firsthand. Rounding out the experience, guests were treated to specially crafted gelato cones in the brand’s signature red color.
The highlight of the event was an exclusive content creator’s party, which saw over 180 influencers gather for a night of celebration and brand immersion. DLF Cyber Hub’s amphitheater was transformed into the “RED Terminal” for the evening, creating a distinct and engaging atmosphere for the launch. Samsonite India CEO, Mr. Jai Krishnan, introduced the collection to guests, followed by a runway show where models showcased the entire range. The event concluded with a lively DJ set, giving attendees a chance to interact with the brand in an informal and energetic setting.
