lululemon’s flagship experiential store in Chicago was intended to create a space where customers could spend three hours, rather than 30 minutes, engaging with the brand and immersing their five senses in the benefits of wellness, mindfulness, and human connection.

Under my leadership, the dedicated creative team and I sought to evolve the company’s existing brand codes and create new brand DNA to support a blueprint for their physical retail roadmap. The reinvention of the lululemon flagship store program was a key component in elevating the company’s status as an experiential destination.

In addition to reinventing every component of the retail space (product  merchandising, product education, fixtures, signage, etc.), my team and I set out to create innovative new areas to allow customers to experience lululemon beyond clothing: a health-food-beverage restaurant with signature branded dishes and packaging; a yoga studio offering for-pay classes; a workout studio featuring branded classes and methods taught by brand ambassadors, and a meditation studio with state-of-the-art branded auditory guides. 

Today, this experiential store model is rolling out in multiple locations across North America and being tested in key international markets.