lululemon Debuts its New Global Store Concept at Highpoint Melbourne With a Cream Tiled Façade Hero Pantswall and Playbook 2.0

textured cream tile façade, providing a clean, neutral canvas that foregrounds lululemon’s logo and campaign visuals. A jewel like glazed window box anchors the storefront, functioning as a 3D campaign frame that spotlights product stories and seasonal imagery to passing shoppers.

Inside, the design reflects lululemon’s new global retail expression, described as rooted in movement, connection and sensory engagement, with a soft, neutral palette and clean, product forward merchandising. The aim is to feel more premium and refined, without losing the brand’s approachable, community centric feel.

Playbook 2.0 and the guest journey Key elements of lululemon’s Playbook 2.0 concept are woven through the space and supported by an entirely new fixtures package. One of the most important moves is the hero pantswall, which symmetrically frames the fitting room entrance as a central focal point.

This configuration: Makes it easy for guests to navigate directly to core bottoms a category where lululemon leads before or after trying on. Turns the journey from front of house to fitting rooms into a clear, intuitive path, reducing friction and making discovery feel natural rather than…