Lululemon Unveils New Global Flagship Design Inspired by Movement and Community

Lululemon introduced a bold new store design concept last week as it opened two flagship locations. These locations are in two iconic global destinations ,  SoHo, New York City, and Gangnam, Seoul. This next-generation retail vision focuses on movement, connection, and sensory engagement. It creates an elevated in-store experience that sets the direction for the future of lululemon retail. As the company continues investing in its global expansion, this refreshed creative approach aims to enhance the guest journey at every touchpoint.

A New Design Philosophy Rooted in the Pacific Northwest

To bring this vision to life, lululemon developed a new design playbook. It incorporates a wide range of structural materials, tactile finishes, and calming color palettes. These choices guide guests through the store in a fluid, intentional way while paying homage to the brand’s roots in the Pacific Northwest.

According to Darin Rabb, Senior Vice President of Global Brand Creative & Experience at lululemon, the new design expression reinforces the brand’s commitment to crafting a warm and dynamic environment. “Every detail has been curated to evoke emotion and connection,” Rabb shared. He emphasized that the elevated materials throughout the store mirror the quality and craftsmanship found in lululemon products.

Immersive Flagships in New York and Seoul

Lululemon’s new SoHo flagship stands at 524 Broadway, spanning more than 17,000 square feet across two spacious floors. This makes it one of the brand’s largest stores worldwide. The expansive layout allows lululemon to showcase its full product range while creating space for interactive, community-focused experiences.

Meanwhile, the new Gangnam flagship in Seoul, located at 458 Gangnam-daero, covers more than 9,000 square feet. Notably, it marks lululemon’s first Asian flagship to feature an entire floor dedicated to men’s products. This highlights the brand’s continued growth and diversification in the Korean market.

Elevating the Retail Environment Through Craft and Technology

Both flagship stores highlight lululemon’s commitment to craftsmanship and sustainability. Each location features custom 3D-printed recycled materials inspired by the signature design lines of lululemon’s most iconic apparel. Additionally, the interiors include bespoke terrazzo flooring, a hand-formed tile staircase, and hand-carved timber joinery.

One of the most eye-catching elements is the fully immersive staircase lighting installation. It transitions through atmospheric hues that mimic the colors of the Pacific Northwest sky. This reinforces a calming and visually rich sensory environment.

Strengthening Local Community Connections

As lululemon expands globally, the brand continues to prioritize community-building as a core part of its retail identity. Across all regions, the stores serve not just as product hubs, but as gathering spaces for movement, wellness, and connection.

At the new SoHo and Gangnam locations, guests will find community boards featuring local Ambassadors and upcoming events. These include run clubs, workshops, and customized brand activations.

Furthermore, each lululemon store is intentionally tailored to reflect the culture and character of its neighborhood. For example, the SoHo flagship incorporates localized “love notes” ,  playful, hidden messages ,  throughout the space. This creates moments of surprise and delight. The store also offers printed neighborhood guides to help guests explore and engage with the surrounding community.

In Gangnam, a curated product display showcases lululemon’s new hydration station. This aligns with the brand’s focus on supporting holistic, movement-driven lifestyles.

Opening Weekend Filled With Energy and Guest Experiences

To celebrate the launch of both flagships, lululemon hosted a lineup of community-driven events led by local Ambassadors. Guests participated in activities such as product personalization, 5K runs, and complimentary yoga and training classes. This brought movement and connection directly into the heart of each new space.

Continued Global Growth and Brand Expansion

Today, lululemon operates over 780 company-owned stores across nearly 25 global markets. Looking ahead to FY25, the company plans to complete 35 store optimizations worldwide as part of its broader strategy. This is to elevate the guest experience and reinforce lululemon’s presence in key regions.

With these new flagship openings and its refined store design blueprint, lululemon continues to shape the future of experiential retail one thoughtfully crafted space at a time.