Om by Lululemon

Professors
Dave Tupper, Blas Madera

Project type
10-week project

Team
Jungmin Kim, Jiwon Chong, Natalia Marmolejo, Soobin Oh, Xingwei Huang

The ask

What can lululemon do to stay current and get more embedded into the fitness community through innovative digitally led thinking?

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First group session to approach the ask

The roots of the brand

Philosophy

Lululemon started with a vision of creating a community around yoga. They pride themselves in empowering people to reach their full potential, foster personal responsibility and to embrace goal setting.

Origins of yoga

Yoga was originally created as a practice to rejuvenate the body, prolong life, and to use the physical body for the means to enlightenment. Yoga is inclusive, rooted in self-reflection, and compassion for others.

The audience

Yoga nowadays has shifted to be a workout that varies from high intensity in hot rooms to slow, restorative classes. Many elements that need to align: the teacher, the music, the temperature, the chants, the space, the smells, and the lighting.

Macro-trends in fitness

1. Technology-powered experiences
Fitness classes are constantly being re-imagined to integrate technology as the means to a better workout. Experiences like SoulCycle and The Pursuit by Equinox place the user in a highly-visual environment to keep them engaged. This eventually creates an experience that can’t be replicated anywhere else.   


2. Prolonged competition
Fitness classes are constantly being re-imagined to integrate technology as the means to a better workout. Experiences like SoulCycle and The Pursuit by Equinox place the user in a highly-visual environment to keep them engaged. This eventually creates an experience that can’t be replicated anywhere else.   


3. Sense of belonging
A gym or a fitness studio cannot be embedded in people’s life by only selling health and well-being. Nowadays a group workout, branded pants, and a juice after class gives us the sense of belonging and purpose.

Yogi’s journey

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Problem

 

 

 

Overtime, brand loyalists have created a perception of exclusivity, far from the principles of yoga.

Insight

 

 

 

A lot of things have to go right to have a great yoga class. How can Lululemon create the best yoga experience?

Solution

A yoga space where technology enhances the experience by reacting to human movement.

Human input

Intensity of flow
Collective heartbeat
Movement
Sound
Body temperature

Studio reaction

Humidity
Room temperature
Mirrors
Lighting
Music
Scent

The space

A human-powered yoga space that empowered yogis by giving them what they need based on their heartbeat or the room’s temperature.

Instead of using technology to overstimulating people’s behavior, we decided to use seamless technology to simply react to the surroundings and predict their needs.

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The class

Designed to open every chakra in 60 minuets and achieve a deeper, focused experience that encourages you to go inward, instead of the reflections in the mirrors.

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Online experience

Each wireframe proposed a different direction. One focused on the chakras and the knowledge to be gathered, the second one in the space itself and how it worked, and lastly an direction that was all about the benefits of working in a space like Om by Lululemon.

Telling the story

The final visual direction was a reflection of the colors of the chakras and the unpredictability of the space, creating a gradient of possibilities. The microsite would only tell yogis the essentials of Om, creating mystery and intrigue around the experience, since no class would be the same.

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