Lululemon turns an art museum into a “Good State” playground
Lululemon and artist Geoff McFetridge built an immersive, limited-time exhibition at Shanghai’s Xuhui Riverside Star Art Museum - from Oct 9–15.
The exhibition blended art, movement, and mindfulness ...with five zones — Yoga, Reflect, Move, Run, Playfield — plus a 5km community run (with a limited-edition badge).
Maintaining positive momentum in China is mission critical for Lululemon.
While globally, LULU is facing stiff challenges (to its leadership in athleisure, and to its share price) ...in China, the brand is still on a roll.
Activations like the "good state" playground are aimed squarely at deepening emotional equity and maintaining control of the athleisure narrative in China.
The five zones of the exhibition reflect the range, scope of categories & themes which Lululemon is building around. Where in North America, Lululemon is still largely defined by its connection to yoga, the aim in China is to make sure they have a much wider, deeper anchoring to other activities.
While health and fitness trends are still running hot in China ...building depth and content are essential in elevating LULU from premium apparel to cultural curator of holistic living.
