lululemon x StudioXAG: The ABC Collection

Working with the lululemon team, we created a concept for a series of global window and in-store moments that would stop passersby in their tracks and draw them into stores, making an impactful statement and raising awareness of the collection amongst male-identifying guests.

As well as creating this powerful moment to catch the attention of shoppers, lululemon were keen to push the entry space and form an engaging and interactive moment, something we incorporated into the design to educate guests on the collection with product detailing and highlights.

To bring the WOW to the windows, we designed a set of three glowing backdrops for the product, with aluminium framework and LED signage to highlight the trousers’ iconic status and make them stand out. The framework was designed to be re-configured and re-used for future campaigns.

Our team played with tension and manipulation of performance fabric in our London workshop to emulate the three states: Stretch, comfort and resistance. All about the product storytelling, we wanted to show visitors in one easy glance the benefits of the trousers.