Welcome to Walpole

Serena Guen MacLeod introduces SUITCASE

Learn a little more about our latest Walpole member, SUITCASE, in our introductory interview with the travel and lifestyle platform's founder, Serena Guen MacLeod
8th Sep 2022
Welcome to Walpole Serena Guen MacLeod introduces SUITCASE

Walpole: Tell us about the history of your brand.

Serena Guen MacLeod: I started SUITCASE in 2012, when I was in my third year at university, out of the desire to create a platform for travel that was at once beautiful and portrayed cultures accurately. Coming from an international family, I was frustrated by certain friends' one-dimensional views of the places where I come from. There is more to Italy than just pizza, although – naturally – pizza is great!

The company has evolved over time from a print magazine to a website, podcast, creative studio, and newsletter. Covid-19 was a big test for us and taught us a lot about ourselves. One of our biggest learnings is that travel is not just the physical experience, but also the journey of discovery of the culture too, a lot of which you can experience at home. My "eureka" moment was when I was listening to a podcast during lockdown where they talked about a photographer and a writer who would go on one big trip per year together. They would spend the whole year prior to their trip researching that destination, reading books, eating the food, learning the language – travel is now a much bigger world for us and can take place in your kitchen, at home or in your local neighbourhood. Our hope for the future is to meet customers where they are, especially in the worlds of video and technology, and continue to showcase and bring cultures to life.

What is your brand best known for?

High-quality, award-winning content and beautiful imagery. We are also known for creating a "thriving" (says Monocle) and timely print product in a digital world.

What has been a significant achievement in your company’s timeline?

We've won our fair share of awards, but after the moment of glory, the excitement fades. Honestly, it's all the little moments that are the most rewarding achievements, such as the letters from readers saying they are moved by a cover showcasing their hometown or the happy traveller who has enjoyed their trip based on our recommendations.

Why do you love the brand?

I love SUITCASE because of the care that is put into creating content and also the joy that travel sparks in others. Many people say that we have one of the hardest-working, most dedicated teams they have ever come across and, although we are "boutique" in size, there is a sense of creating something bigger and the potential to always do better and more.

Why does your brand represent the very best in British luxury?

For me, a luxury brand means a company that is creating something valuable. SUITCASE is a leader in creating beautiful content across platforms that showcase cultures, places and people and encourages cultural exchange.

What attracted you to becoming a Walpole member?

A major part of travel is getting to know a destination's culture, which we can do through eating its food, buying from the best brands. We are delighted to be part of a community, in our home country and working with other Walpole companies to showcase some of the best of British culture and heritage.

If you could collaborate with another Walpole member, which one would you choose (and what would you like to do)?

Since our first photography competition during Covid-19, which was a big success, we have discussed internally many times the idea of running a more prestigious and interactive contest to cultivate the next generation of photographers. We would love to do this in collaboration with Leica because of their dedication to creating beautiful imagery that aligns with our mission. The aim would be to find the SUITCASE Travel Photographer of the Year culminating in a pop-up exhibition of the selected images, the winner would also be awarded a front cover. We would develop a long-lasting relationship with shortlisted entries through a mentorship programme and could repeat the competition annually if it is a success.

Tell us about an exciting development or new launch for your brand in the coming months?

As we move into this next chapter of SUITCASE, our aim is to become the leading destination for discovery – at home and abroad – kicking off with our first ever standalone destination-specific issue focused on Puerto Rico and a live podcast panel to bring it to life in September. Look out for more live panels, secret supper clubs and exciting events in the coming months.

Connect with Serena Guen MacLeod on LinkedIn.

For more information on SUITCASE, visit the brand's Walpole Member profile or suitcasemag.com

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