First Look: Lululemon debuts new SoHo flagship
One of athleticwear’s biggest players has opened the doors of a new flagship.
Lululemon has debuted its newest retail location: a 17,000-sq.-ft., two-floor flagship in Manhattan’s SoHo neighborhood. The store offers Lululemon’s full men’s and women’s assortments, accessories and footwear, and services like personal shopping appointments and product personalization.
Lululemon says the flagship showcases the brand's new store design concept rooted in “movement, connection and sensory engagement.” With structural materials and a color palette designed to pay homage to Lululemon’s roots in the Pacific Northwest, the store is wrapped in custom 3D-printed recycled materials, inspired by the design lines of some of Lululemon’s best-known products. Notable elements include bespoke terrazzo floors, a hand-formed tile staircase, and hand-carved timber joinery.
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Image courtesy of Lululemon. -
Image courtesy of Lululemon. -
Image courtesy of Lululemon. -
Image courtesy of Lululemon. -
Image courtesy of Lululemon. -
Image courtesy of Lululemon. -
Image courtesy of Lululemon.
“Our new SoHo store reflects both the energy of New York City and Lululemon’s commitment to creating a welcoming, dynamic retail experience, designed to celebrate our product and the community,” said Darin Rabb, senior VP of global brand creative & experience at Lululemon. “Every detail has been curated to evoke emotion and connection, with elevated materials to reflect the quality and craftsmanship of our products.”
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The brand says the new location will serve as a hub for Lululemon’s New York City Community, with community boards that highlight local ambassadors and upcoming brand initiatives, as well as a printed neighborhood guide. Localized “love notes” – playful phrases unique to SoHo – are integrated throughout the space to offer “moments of surprise and delight to guests.”
“Community has always been at the heart of Lululemon, and since we opened our first store in SoHo in 2007, it’s been one of Lululemon’s most vibrant hubs,” said Carla Anderson, senior VP of North America retail at Lululemon. “We’re thoughtful about ensuring that every space we open serves and engages our community, and our new flagship, powered by our passionate team of educators, showcases the full potential of Lululemon’s brand experience in one of the most celebrated retail destinations in the world.”
Lululemon added 14 net new stores during its most recent quarter. The brand operates more than 780 stores worldwide.
