Lulu’s new digs

25 : 11 : 2015 Lululemon : Athleisure : New York

New York – In an attempt to revitalise its offering, Lululemon’s newest store in Manhattan has dedicated 4,200 square feet of its space to a community hangout.

  • The New York flagship is the brand’s biggest store at 11,500 square feet
  • The community space, Hub Seventeen, hosts workshops, classes and a concierge service
Hub Seventeen at Lululemon's Manhattan store, New York Hub Seventeen at Lululemon's Manhattan store, New York
Hub Seventeen at Lululemon's Manhattan store, New York Hub Seventeen at Lululemon's Manhattan store, New York
Hub Seventeen at Lululemon's Manhattan store, New York Hub Seventeen at Lululemon's Manhattan store, New York
Hub Seventeen at Lululemon's Manhattan store, New York Hub Seventeen at Lululemon's Manhattan store, New York
Hub Seventeen at Lululemon's Manhattan store, New York Hub Seventeen at Lululemon's Manhattan store, New York

With the increasing saturation of the athleisure field, Lululemon’s latest retail offering focuses more on the community than any other of its stores. While Lululemon customers are used to being able to attend in-store yoga classes, they were typically taught within the retail environment. Located on a different floor to the flagship, Hub Seventeen is a standalone space where customers are encourage to unwind.

Styled after a Manhattan loft, the space features a kitchen counter, comfortable chairs, free wifi and plenty of power outlets and hosts yoga workshops, dinners and private events. A concierge service helps shoppers book gym classes and make restaurant reservations. 

The Big Picture

As The Convergence Economy becomes a way of life, retailers can no longer focus on simply providing product but must consider how they can bring different lifestyle offerings into one space.

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