Lululemon Tennis Cub Activation, Beverly Hills USA.

SDD25/18_05: Lululemon’s Tennis Club activation in Beverly Hills served as a masterclass in experiential retail, celebrating the launch of the brand’s new tennis collection through an immersive, community-driven event. Blending on-court play with poolside leisure, the activation transported guests into a curated lifestyle moment that went far beyond traditional product launches. At the heart of the experience was the Styling Pavilion, a luxe, hands-on space offering personalised stylist support, curated outfit pairings, and exclusive gifting elements designed to elevate the guest journey. Details like floral tennis bouquets, custom hangers, and oversized rackets added visual flair and reinforced the brand’s attention to mood, storytelling, and tactile touchpoints.

By combining product with play and premium service with social interaction, Lululemon transformed retail into a multi-sensory escape. The Tennis Club exemplifies how modern brands can create deeper customer connections through design-rich, emotionally engaging environments. It’s not just about showcasing a collection, it's about building a world around it.

Pictures courtesy of Carly Astrein via LinkedIn.

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