Chicago will see the foundation of a new 1850 sqm mega-concept store under yoga and sports brand, Lululemon. The first-of-its kind flagship store will have its own restaurant, yoga studios and will goal of offering an experience to the customers.

With this new kind of experience-driven store, Lululemon is trying to build a community around the brand. The huge two-storey building will serve as a venue for fan engagement.

Shoppers can cruise on the ground floor, where the brand will offer unique products to its customers. There will be a separate men’s section and for the first time, there will be a line of care product that will exclusively cater to men.

The restaurant under the store is called Fuel which is decorated like lounge and comes with a full menu. Fuel is meant to become a meeting place. Patrons can schedule yoga lessons at the adjacent studio. There will be also a fully fitted fitness room and a meditation room. People can go there for single sessions with a subscription.

According to the Lululemon, the outlet is only an experiment and it is not yet ready to be further rolled out. Still, the concept could only an experiment and as of now there is no plan of expansion. If the plan hits success, other brands may also follow. After all, LuluLemon intends to put itself on the map as a true experience brand.

For example, the brand organizes and supports quite a few activities under the Sweatlife Label, such as yoga lessons, half marathons and social gatherings. Last year, the brand took care of 4,000 local events in the US.


The information contained in this article is for educational and informational purposes only and is not intended as a health advice. We would ask you to consult a qualified professional or medical expert to gain additional knowledge before you choose to consume any product or perform any exercise.


Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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