Nearly 1,300 people practised yoga together on the banks of Shanghai's Huangpu River. Then, as night fell, lululemon projected the words breathe, stretch, and flow across the city's skyline, including the Oriental Pearl Tower, turning a wellness event into something the entire city could feel. Most brands organise an event within a city. lululemon turned part of the city into the event. A masterclass in destination-based storytelling at civic scale.