Story

lululemon wanted to grow brand awareness and familiarity with Gen Z audiences in the UK and Germany, particularly around their Align range. In Germany especially, brand awareness was low. The challenge was finding a way into culture that felt native to the audience rather than pushed at them.

Action

We took the buttery soft product truth of Align and built a world around it. In London's Shoreditch, we transformed a local bodega into a lululemon minimarket, weaving product messaging into cereal boxes, tomato tins and tubs of butter. In Berlin and Munich, we created the Späti and Kiosk, vibrant mini market spaces built around the Align campaign imagery, complete with chequered flooring, retro TVs, old school sweets and a fisheye mirror.

Guests arrived to fresh juices and breakfast, collected full lululemon outfits from personalised lockers, and posed for content before settling into a zen-out yoga session led by local instructors. Every touchpoint was built to be shared.