Totally in my FEELs
lululemon feel experiential Event
Feeling it all
Sometimes you get an RFP so wild and wonderful that you think “if we don’t get this, we’ll feel awful. If we get it, it might still feel awful.” Not the event, of course, but the process! This event was less than 8 weeks from being awarded the business to opening night, so we had to work fast and furious with a tight budget, a lean creative team and incredible fabrication partners.
lululemon came to us with an ask that seemed simple enough: create a rooftop experiential event that communicated their current “feel” campaign and launched their new Instill tight. We needed something both multisensory and mobile, capable of being used in both LA and houston as well as being fully immersive for the guests.
So, we focused on sensory deprivation…
You know how when one sense is taken away, others can be heightened? You might feel the texture of your food more if you eat with your eyes closed, creating an extrasensory experience. We wanted to do the same for our guests, starting them in a kind of sensory deprivation chamber, and guiding them through separate rooms that communicated product benefits through touch, sight and sound.
LEFT: As guests waited for their turn, we wanted to brief them with some sort of introductory message.
BELOW: Upon entering, guests put on noise cancelling headphones and step inside a sensory deprivation cone.
ABOVE: The first sensory space was called FEEL SPACE. To showcase the versatility of the ABC Pants, we created a custom soundscape of different environments that we tied to changing colored lights for a real showstopper.
RIGHT: To allow guests to FEEL the EMBRACE of the new Instill Tight, we created an entire room made of the actual fabric for guests to touch and see how well it skims the curves of the body.
