Lululemon Flagship, London
187-191 Regent St, London W1B 4JP, United Kingdom
Dalziel & Pow
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.