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:
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They evoke the flow of yoga and pilates, visually echoing stretches, arcs and breathing patterns.
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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:
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Stop passersby in their tracks, even in a high stimulus environment like Regent Street.
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Create an “immersive moment of mindfulness” at pavement level an instant contrast to traffic and crowds outside.
Material research and production by StudioXAG
Working from lululemon’s brief, StudioXAG, a London based B Corp specialising in immersive retail for global brands, led production from material research to installation. The team:
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Tested and developed a custom fabric solution with the right weight and translucency to drape smoothly in both windows and interior space.
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Ensured the material would behave consistently under lighting, keeping the soft, ethereal effect without glare or stiffness.
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Managed on site installation at lululemon’s Regent Street flagship, tying the street facing and in store elements into a single narrative.
This kind of behind the scenes work is critical: the concept relies on the fabric falling just so, and on the light boxes’ colour behaving as intended against it.
Why this concept fits lululemon now
For lululemon, A Space to Feel reinforces several brand priorities:
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Re centring on yoga the company’s original core at a time when it also pushes hard into running and training, reminding customers that mindfulness and movement remain at the heart of its identity.
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Using physical retail to deliver what online can’t: a visceral emotional shift the moment you walk through the door, which in this case is the transition from Regent Street noise to calm, fabric filtered light.
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Showing that the brand understands its customer’s emotional state (“busyness,” “pressure”) and can offer not just products, but spaces that feel better.
By leaning into softness, flow and sensory detail instead of overt performance cues, lululemon and StudioXAG position the Regent Street flagship as somewhere to breathe, not just buy.
