lululemon soho flagship
Visual Elements partnered with Lululemon’s global store design team to develop and manufacture a fully custom fixture program for the brand’s SoHo flagship. The 18,000 square foot, two-level store represents a new chapter in Lululemon’s physical retail experience and establishes a global benchmark for future locations.
Lululemon set out to push beyond its existing retail standards, introducing new material expressions, refined detailing, and large-scale sculptural fixtures.
The challenge was translating this ambition into a highly functional fixture system that balanced durability, weight, and day-to-day usability, while integrating seamlessly with existing structural conditions and an accelerated flagship timeline.
Key challenges included:
- Engineering curved feature walls with shelving spanning nearly 10 feet
- Integrating fixtures around existing fire-treated structural columns
- Balancing strength, durability, and weight for high-traffic use
- Developing custom hardware to replace off-the-shelf systems
- Coordinating varying wall finishes requiring precise depths and tolerances
our solution
Visual Elements led the engineering and fabrication of a bespoke fixture system tailored specifically for the SoHo flagship. Through close collaboration and extensive prototyping with Lululemon’s global design team, VE developed custom hardware, long-span shelving, and sculptural feature walls that preserved the design intent while meeting operational and performance requirements.
- Proprietary pill-shaped metal hardware developed specifically for the program
- Curved, long-span shelving with concealed internal steel reinforcement
- Veneered metal structures with integrated bull-nose detailing
- Column-wrapping fixtures designed to maximize merchandising and circulation
- Modular, freestanding components allowing future flexibility and adaptation
design elements
maximizing merchandising & circulation
Integrating fixtures around existing fire-treated structural columns.
solid wood details
A continuous bull-nose solid wood edge wraps the perimeter of tables & shelving.
long-span shelving
Curved, long-span shelving with concealed internal steel reinforcement.
full perimeter fixture system
Adjustable merchandising system with recessed standards integrated into a trowelled plaster finished panel.
customer experience
“Visual Elements was an exceptional partner throughout the development of our new fixture program and first installation at our SoHo flagship. Their flexibility, technical expertise, and willingness to obsess the details allowed us to realize a new vision for our fixtures, an integral component of the retail concept. From prototyping to execution, their team consistently delivered solutions that balanced design ambition with real-world performance.”
future proof
The completed SoHo flagship now serves as the blueprint for Lululemon’s next generation of stores. The fixture program developed for this location is being rolled out globally, influencing new stores across North America and international markets, including Seoul.
conclusion
The Lululemon SoHo flagship reflects the power of thoughtful engineering paired with design ambition. Through close collaboration, extensive prototyping, and precision manufacturing, Visual Elements helped establish a new global fixture standard that will shape Lululemon’s retail environments for years to come.
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