Lululemon Creates “A Space to Feel” at Regent Street a Serene Window and Launch Zone for Its Core Yoga Collection
Lululemon has turned its Regent Street, London flagship into a quiet pause point with “A Space to Feel,” a new window and in store launch concept that wraps the core yoga collection in
Lululemon Creates “A Space to Feel” at Regent Street a Serene Window and Launch Zone for Its Core Yoga Collection
Lululemon has turned its Regent Street, London flagship into a quiet pause point with “A Space to Feel,” a new window and in store launch concept that wraps the core yoga collection in soft, flowing fabrics and colour to create a moment of calm in the middle of the city. Produced and installed by StudioXAG in London, the experience translates yoga and pilates principles into visual merchandising, using movement, light and texture to make the product feel almost weightless.
A Space to Feel: serenity on Regent Street
The concept runs across Regent Street windows and the in store launch zone, positioned as “a moment of serenity… amongst the busyness of London.” Inside, visitors step into a zone layered with ethereal natural fabrics, which hang and drape from the ceiling to create a cocoon like, almost meditative environment as soon as they enter.
Those fabric layers do double duty:
They evoke…
the flow of yoga and pilates, visually echoing stretches, arcs and breathing patterns. They provide a soft backdrop that spotlights lululemon’s core yoga product leggings, bras, tops and accessories without heavy branding or props.
Windows inspired by movement and flow On the street side, the windows are built around multiple light boxes displaying abstract, organic washes of yellow and blue, described as “flowing hues” that shift gently across the surfaces.
The compositions are inspired by lululemon’s customer and by the compositions of yoga and pilates, aiming to hero the product through movement, softness and flow rather than static poses.
The combination of lighting, colour and curved shapes is designed to: Stop passersby in their tracks, even in a high stimulus environment like Regent Street. Create an “immersive moment of mindfulness” at pavement level an instant contrast to traffic and crowds outside…
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