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lululemon Paris Flagship Launch
Amplify + lululemon launch the new Champs-Elysées flagship store with a series of events and retail activation...
Challenge
Lululemon tasked Amplify to build awareness and celebrate the opening of its second European Flagship store on the Champs Élysées in Paris. By reigniting the local community, we set out to drive footfall instore during the festive period.
Insight + Strategy
The focus was to create an impactful moment around the grand opening of the store, whilst leveraging lululemon’s holiday campaign, “Set Joy In Motion”, which encouraged people to be active, whilst putting the brand's core products front and centre.
We brought the holiday campaign to life across four key deliverables that encouraged our audience to immerse themselves with the brand and new store experience. From Christmas shoppers, tourists, event runners, to party guests, we gave many reasons for our audience to visit the store, get involved and celebrate the occasion, as we strived to make festive shopping more enjoyable too.
Solution
lululemon Paris Flagship Launch.
We created a series of engaging launch events plus an interactive installation focusing around gifting ahead of the Christmas holiday period.
We kicked-started the launch with an exclusive sunrise yoga session in store for 20 journalists. Immersive lighting design set the scene for the live, sensory experience with the reveal of the new store at the end of the class. The lights slowly illuminated and curtains pulled back for the reveal moment. Journalists were then treated to a tour of the store and a healthy breakfast before departing.
After dark, we launched the store to the local lululemon community. Guests could browse and purchase lululemon products from the latest holiday collection, whilst having fun and dancing to the tunes of local DJ Jade Roche.
They also had the opportunity to test their luck at the Joy Generator gifting installation and win lululemon prizes on the night. The activation was inspired by the magic and giving spirit of Christmas, revealing a new gift every day over 9 consecutive days for lucky shoppers to win.
Guests were encouraged to answer movement-themed questions via an iPad to enter a draw and be in with the chance to win one of the beautifully lit and framed lululemon prizes floating in the centre of the installation. Prizes included yoga mats, leggings, jackets and other fitness accessories that could be claimed instantly at the till with a unique winners code.
The following day lululemon hosted an influencer-led run event for the local community and invited guests in store for a healthy, recovery breakfast after the activity.
1
PR yoga event
1
community launch party
573
people took part in our Joy Generator activation over 9 days
187
people won a lululemon prize