In conjunction with the Run Melbourne race, Lululemon developed a capsule of limited edition apparel and merchandise in a two-day only pop-up store on Birrarung Marr. The apparel and merchandise were inspired by the Run Melbourne campaign brand, using bold prints and the neon effect to encourage and celebrate all sweaty pursuits.
The pop-up store was a brand statement and a showcase of the product at the same time. Communicating the technicality and quality of the apparel to both loyal and new customers meant that the store had to look permanent and well fitted out. Neon lighting, vinyl decals and dark mirror added to textural complexity all within a monochrome palette, which became the backdrop to the bold prints of the collection.
Completed at Lululemon