Disruptive Brand Experience.
A disruptive moment to help lululemon mark 10 years of Align.
lululemon’s position as a culturally connected market leader with product superiority and staying power.
A disruptive moment to help lululemon mark 10 years of Align by delivering an experience that invites people to find joy in movement, while reminding them to live like summer won’t last forever.
Experience.
To celebrate 10 years of the iconic Align franchise, we worked with lululemon to deliver a premium experience for ticket-holders and PR guests alike. Working with music and movement partners to leverage their communities and deliver yoga done differently, we aimed to combat stereotypes around both the brand and yoga culture.
The public were invited to purchase tickets – all proceeds going to CALM UK – to participate in an impactful 200 person movement, music and wellbeing session lead by lululemon Ambassadors and guest talent, such as Rouge Rooms, Bimini, Play Collective and Saint Ludo. With 4 x ticketed sessions and 1 x PR session across a weekend, lighting states were tailored accordingly – aligning with the the time of day and type of movement, creating a unique and powerful experience.
Hosted at Exhibition London, we curated a space that heroed the iconic blue of the ‘Live Like Summer Won’t Last Forever’ campaign and provided guests with a space to relax, connect and refresh following their movement session. Snacks, bespoke ice lollies, smoothies and the chance to try their luck with our gumball machines to win an Align set.
From workshopping concepts, venue shortlisting and talent identification and management, through to design, print production, build, staffing, lighting, AV and show calling – The Park drove end-to-end delivery of this special event.
Result.
725 event Attendees
85% event capacity utilised by attendees
89% of surveyed attendees reported very high responses in regard to satisfaction, repeat attendance and recommendation
This project was created by our group partner The Park.
See the original case study.
