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NYC STORE OPENING
SOHO
For the opening of the lululemon SoHo Store, we treated the store like a living part of the neighborhood—bringing movement into the streets through community-led activations and a stripped-back, people-first approach to branding. The result was a launch that felt unmistakably SoHo: energetic, authentic, and more like a cultural moment than a retail opening.
BRAND SCREEN
CAMPAIGN PHOTOGRAPHY SELECTS
STORE PHOTOGRAPHY SELECTS
PRINT ZINE SELECTS
A print zine made for the SoHo store opening that brings New York City to life through the voices of lululemon ambassadors, spotlighting the movement, places, people, and daily rituals that make the city feel alive and deeply connected.
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