Connection, Coffee and Concierge: Inside Lululemon’s Epic New Concept Store

Lululemon has opened a brand new flagship store in Flatiron, New York, in a bid to disrupt the traditional shopping experience. Shopping for leggings just became a cultural escape and inspired journey – complete with personalised concierge service.

At nearly 11,500 square foot, the concept space, which opened last week, is the largest Lululemon store to date and has been designed to offer customers a unique 360 experience.

Capitalising on the spending potential of its highly engaged community, the visual appealing venue extends far beyond a place to shop, with the inclusion of places to workout and dine in – all of which will encourage existing customers to increase their spend before leaving the store.

Speaking to Business Insider, Carla Anderson, Lululemon’s general manager of US retail said: “Our flagship stores in particular are designed to elevate the community in new and unique ways, often serving as a testing ground for new guest experiences and retail innovations.”

Having recently been on the receiving end of consumer backlash concerning the brand’s inflated prices (the new ‘Sensations’ range comprising of a number of garments priced at £100+), perhaps the addition of these special touches like cloakroom, phone-charging station, coffee bar and a free concierge service will go some way in winning back consumer affection from those wanting more bang for their buck.

In particular, the free concierge service, which will allow customers to discover new wellness destinations or book into local exercise classes such as the phenomenally popular SoulCycle is sure to soften the financial blow.

The brand’s focus on cultivating a sense of connection is at the core of the new flagship. The interior, which incorporates some of the historic building’s original details, includes brass, steel and concrete and highlights visual lines. These are said to represent the intersection and collection of people, pursuits and ideas, a central tenet of the company’s overall marketing strategy.

Lululemon plan to launch these concept stores worldwide, but for the time being customers outside of New York will have to forego these luxuries and settle for Sunday morning community yoga classes.