187-191 Regent St, London W1B 4JP, United Kingdom

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A concierge desk offers brand information and local fitness recommendations.

A concierge desk offers brand information and local fitness recommendations.

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Visitors can order healthy snacks and fresh juices at an in-store cafe.

Visitors can order healthy snacks and fresh juices at an in-store cafe.

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Diffused spotlights highlight the store’s current collection.

Diffused spotlights highlight the store’s current collection.

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Clothing departments blend seamlessly to suit overlapping activity needs.

Clothing departments blend seamlessly to suit overlapping activity needs.

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A photo booth and ‘goal wall’ lends a sense of inspiration and community.

A photo booth and ‘goal wall’ lends a sense of inspiration and community.

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Personal, fitness and health goals together underscore the brand’s holistic approach.

Personal, fitness and health goals together underscore the brand’s holistic approach.

Photography courtesy of Dalziel & Pow

Lululemon Flagship, London


Location:

187-191 Regent St, London W1B 4JP, United Kingdom

shop.lululemon.com

Design Credit:

Dalziel & Pow
dalziel-pow.com

Canadian fitness and yoga apparel brand Lululemon has brought a different type of flow to the bustling West End with its London flagship.

With its palette of gentle greys, glossy marbles and hints of bronze, it lends a note of zen to its busy setting – and deliberately so. The store isn’t solely about product, but rather about creating a space where Londoners can, as the black hoardings covering its façade prior to its launch exhorted, ‘just breathe’.

With the Lululemon London flagship, Dalziel-Pow brings a high-impact concept to the laid-lack world of yoga.

Offering product recommendations through to suggestions for restaurants, yoga studios and running trails, a concierge desk meets the needs of both ardent Lulu fans and passers-by who have stopped in off the street. Visitors can browse athletic wear alongside pieces from a fashion collaboration with students from nearby St Martins, or order freshly made juices, protein shakes and nutritious snacks from all-natural cafe brand Neat Nutrition.

The digital comes into play with the fitting rooms. Downstairs, a striking interactive installation crafts unique digital sculptures from visitors’ movement patterns, while upstairs guests are treated to an interactive display. The upstairs space is also home to the brand’s weekly yoga classes and community events, and features a photobooth and accompanying ‘goal wall’ for visitors to pin their hopes and aspirations.

Billed as a space to ‘stretch, sweat and connect’, it’s a welcome time-out from city life.


Words by Stephanie Campisi


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