Lululemon FEEL ACTIVATION
Experiential. social. DIGITAL. influencer. design.
Challenge: Create and execute localized activations that brings the FEEL campaign. The experience should be immersive, shareable and Instagrammable, and guests should leave knowing lululemon believes that feeling is the path to being well.
Idea: Create an immersive journey through FEEL State Rooms that brings the feeling of wearing lululemon gear to life. The journey allowed them to FEEL the SPACE of the ABC Pant and the EMBRACE of the brand new Instill Tight. Guests put on noise-cancelling headphones to reset and refocus their senses before moving through several rooms with curated lights, sound and tactile experiences. Outside of the FEEL State Rooms, guests had the opportunity to participate in innovative workout classes led by lululemon brand ambassadors. To close out the night, both events featured musical performances from high-profile local musicians and DJs.
EVENT OVERVIEW
The FEEL STATE journey
deprivation Room
Objective of Space: Remove as much sensory input as possible so guests can reset their senses.
Guest Experience:
•To minimize sight, the room had crisp white walls, illuminated a cool blue, with four cones that guests can step into to block out the outside world.
•Guests are already wearing noise-cancelling headphones to block out any sound and let them center themselves for the rooms to come.
FEEL Space
Objective of Space: Allow guests to move freely between different situations with the comfort of the ABC Pant.
Guest Experience:
•The room was mirrored on all sides, creating the illusion of endless space. "FEEL SPACE" will be emblazoned on
the floor.
•Hanging globe lights reflect off every surface.
•Switching the channel on their headphones, guests began to hear ambient sounds.
•Coordinating with changing light colors, the sounds cycled through different environments, allowing guests to see the spectrum of situations the ABC Pant can handle.
FEEL Embrace
Objective of Space: Envelope guests in the hug of the new Smooth Cover fabric, bringing to life the never-let-you-go feeling of the Instill Tight.
Guest Experience:
•The walls of the room will be made of Auric Gold SmoothCover Fabric, letting guests literally feel the difference of the new Instill Tight.
•The path through the space is curved to show the flexibility of the fabric and mimic the organic curves
of the body.
•Springy, yoga mat flooring adds another layer to
the tactile experience and gets guests in the yoga headspace, calling to mind the best usage for
the product.
•A large floor inlay reading "FEEL EMBRACE" reiterates the FEEL State and product messaging from the waiting area.
FEEL lululemon
Objective of Space: After experiencing the FEEL State rooms, we brought the focus back to the products.
Guest Experience:
•Guests exited the second reset room and saw a wall of product photography, with the clothing in action.
•Connected to the product photography wall is a wall with four mannequins—two in the Instill Tight and two in the ABC Pant.
•The FEEL States were printed above the mannequins on the wall, again connecting FEEL EMBRACE with the Instill Tight and FEEL SPACE with the ABC Pant.
•Frosted acrylic plaques outline product details and benefits just as guests would see them online or in-store.
