Overview

Lululemon’s new store on London’s Regent Street extends far beyond the high-performance product it sells, to encompass fitness, nutrition and mindfulness. This 590sqm space is both a local London hub and a European brand flagship for the Canadian technical athletic apparel company. Somewhere to stretch, sweat, connect and enjoy the latest collections, it’s a retail space with a difference, helping people escape from the buzz of the city.

Where, When

Regent Street, London; January 2017

About the client

Founded in Vancouver, Canada in 1998, Lululemon is a yoga-inspired, technical athletic apparel company for women and men. What started as a design studio by day and yoga studio by night soon became a standalone store in November of 2000, the vision for which was to create more than a place where people could get gear to sweat in, but to create a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility.

A bit more detail

We conceived a raft of bespoke design elements to engage and activate the Lululemon community, from a concierge desk welcoming people into the store and a relaxing café area, to the mesmerising digital movement installation, interactive dressing room and expressive mannequin feature. The digital installation is a playful and poetic interactive experience to stimulate the senses. Detecting movement from the yoga mat in front, the life-size screen transforms the user’s poses into dynamic and evanescent sculptures of colour, and once still,the particles fill their silhouette, flowing around their body and creating a unique piece of artwork from the energy within.

Upstairs is the dedicated community space, curated to create a relaxed atmosphere and sense of belonging. It’s a flexi-space for yoga practice, including complimentary classes, and it also houses the first café from Neat Nutrition. The Vision & Goals wall encourages visitors to strive for greatness; this is an area for guests and store team alike to contemplate their ambitions and aspirations. Offering sanctuary from bustling Regent Street, Lululemon’s high-impact new flagship is light, urban and London-centric, and helps all those who visit find stillness, happiness,and above all, fun.