lululemon

soho loft

The Soho Loft was built to strengthen lululemon's connection to the New York market and build relationships with new communities.  The space was a blank canvas for fitness programming, panel discussions, book launches, performances, and gatherings to support lululemon's global campaigns in the heart of Soho. 

In partnership with local and global brands, the space took many shapes and was visited by diverse audiences from all of NYC’s boroughs. With strategic programming and social amplification lululemon acquired loyal guests who were more likely to buy in the retail space than those who did not attend community events.