Redefining the role of flagship to engage an active community
Lululemon had an ambition to ‘win’ London. It wanted to land big in the city centre and create an energetic hub that stands out from other stores. The brief was to bring a new experience to Regent Street that attracts locals and tourists alike, gathering an active social community in one place to stretch, sweat and connect.
Traditional notions of brand flagship wouldn’t cut it for a new generation of mindful consumers, aligning with brands to help them realise their goals. This called for a space that stretched beyond the product it sells - encompassing fitness, nutrition and holistic health. It’s a brand experience that helps them to escape from the buzz of the city, relax and connect with other fans of the brand.
Key insight: Consumers will support brands who help them in their wellbeing and development with loyalty, advocacy and spend.
With community a key brand pillar, a flexible event space was positioned on the first floor, adaptable for complimentary classes, talks, events or merchandise display. A dedicated concierge, staffed by ambassadors who can give recommendations on where to locate products, directions to fitness studios, or sharing details of their favourite running routes. Communications throughout inspire and support customers in reaching their ambitions, supported by a Vision & Goals wall where customers can share their goals.
Customers can also spend time at the in-store café run by Neat Nutrition - originally founded by Lululemon ambassadors - that offers nutritious goodies, craft coffee, shakes and juices for customers post-workout, or for drop-in anytime.
Strategic shift: From brand flagship to active community hub
An interactive installation brings a playful experience to the store with motion tracking technology detecting movement. This transforms people’s poses into sculptures of colour and, once still, particles fill their silhouette, flowing around their body and creating a unique piece of artwork.
A community space, which can flex to host classes, events or product, alongside a cafe, acts as a hub for the brand fans and customers.
“ Our store is really the heart of Lululemon. It’s not just a retail store… it's a place to connect, and sweat.” Lindsay Claydon, Director of Brand and Community in Europe