Lululemon puts the art in experiential retailing

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Lululemon puts the art in experiential retailing

By Marianne Wilson - 07/26/2018
Lululemon Athletica is shaking things up in New York City.

The retailer has transformed its 3,500-sq.-ft. community and studio space located in the basement of its Manhattan Flatiron store into an immersive environment with a “sweat in the concrete jungle” theme. Since 2015, the space — officially called HUB Seventeen — has been an intersection for art, culture and connection, offering everything from weekly yoga and dance classes to movie screenings. In addition to a fitness studio, it has free WiFi, and communal tables for work/meetings for any and all visitors.

The recent transformation was created by Good Luck Dry Cleaners, a disruptive, art-focused cultural brand that creates speakeasy-esque pop-up exhibits. It features installations by local New York City artists as well as rotating works from the Good Luck Dry Cleaners team.

“As our summer HUB Seventeen artist residents, we are thrilled to have Jeremy Penn and Phil Reese of Good Luck Dry Cleaners and local New York artists transform our HUB into an interactive, fun place to work, meet and sweat,” said HUB Seventeen curator Carolina Amorim. “We are honored to support and showcase local artists that create beautiful, fun and approachable art.”