lululemon x StudioXAG: Let the Feeling Flow

Feelings are at the heart of the Lululemon brand; from the physical feelings of sweat to the emotional feelings of connection and growth. In this spirit, the windows invite visitors to ‘Let the feeling flow’ and open up conversations around how people are feeling this holiday season with guidance to help with feelings of joy, love, stress, pressure and loneliness.

For the flagship execution at Regent Street, two large hemisphere structures feature soft twinkling lights drawing attention to the window and the products and mannequins below. A large digital screen is embedded within the hemisphere structure and becomes a kindness generator with messages of self kindness, changing every few seconds.

In-store, a cluster of gradient and gold plinths bring rich colour to the entrance. Premium fabric banners and large-scale panels punctuate The Edit space, reinforcing the campaign messages.

For lower-tier stores, such as Amsterdam and Berlin Mitte, the display is simplified and features falling glitter and bold messaging.