Following the successful launch of their 'Get Into It' campaign, Lululemon wanted to create a brand activation that would allow them to further promote their Align range in a way that directly engaged with their audience. This was done through a series of pop-up yoga events held in London, Munich and Berlin. Seed Marketing partnered with us on this project, where our role was designing the event space, which we then adapted across the three difference venues.

The intention of the event was to introduce guests to the 'Align' clothing range and then give them the opportunity to test out the products through a yoga event. Whilst yoga was the main activity, we wanted the experience to be more than just a class. We wanted to create a journey for guests where they were able to explore and discover these products for themselves.

The activation was held in three different venues, which meant creating a flexible design that could adjust to each of the spaces. We were mindful of the environmental impact of having numerous bespoke elements made and so instead used rented furniture items such as plastic crates, metal shelving and lockers, to divide up the different areas within event. This not only gave us the flexibility we needed on site, but the variety of materials and textures these items brought, added an authenticity to the 'Mini-market' space.

In addition to being engaging for guests, the space was specifically designed to be photographed well so that the experience could be successfully shared across social media, extending the digital aspect of the campaign. The layering of objects and textures in the space helped curate aesthetic backgrounds, whilst we ensured wide pathways around the space so influencers we easily able to move around and share their experience.