To build Studio Yet, our team took over a 16,000 SF unfinished retail space to create a limited-time training studio on Melrose Avenue in Los Angeles.
The location was selected to act as a beacon for the brand and the space was designed as a physical manifestation of lululemon’s global Yet. campaign. Built around the tension between far-off goals and the work it takes to reach them, our concept for the studio was a space to push past “can’t” and propel attendees toward what they haven’t achieved. Yet.
I worked with and orchestrated collaboration between internal design teams and external agencies including Salt who produced the site build, and strategically deployed creative agency and studio teams including Recess, who I collaborated with on our retail expression, and Diego at Funken Studio, who helped bring to life the motion design on our 8' entrance screens.
Over the course of the activation, lululemon welcomed over 2,300 attendees to more than 60 workouts, events, and special programs including ambassador-led panel conversations.
At the end of our planned three week activation, we had achieved a world-class net promoter score. Our goal of establishing lululemon as a highly-aspirational activewear brand rooted in mindful performance was apparent as guests consistently called out the attention to detail within the space.
Studio Yet. also earned numerous press stories and media social posts, generating 50M impressions and 3.9M social impressions respectively. Posts from class trainers generated 27.6M impressions. Additionaly, the team work with a local nonprofit BlacklistLA to give back all ticket proceeds to the Los Angeles fitness community.
