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Lululemon’s new Meatpacking District store points to a chic new direction


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LululemonLululemon opened its seventh Manhattan store on Friday, in the Meatpacking District.

The space was formerly the high-end home of Yigal Azrouel on 14th Street, and Lulu kept a lot of the designer’s industrial chic details—exposed brick and beams, a stunning skylight over the changing area, and poured concrete floor.

And the company added a few more high-design details to the mix: inspirational art (instead of chalkboards) behind the registers, a living-room-like sitting area, and glossy white sliding doors on the changing rooms, which have metal racks affixed to the wall for trying on Wunder Unders and Cool Racerback tanks.

All of this points toward a new, less-cutesy direction for the mega brand’s in-store design, which hasn’t really evolved in the half dozen years it’s been in New York. (Or the brand adjusted its aesthetic to appeal to shoppers in the city’s trendiest neighborhood.)

Here’s a peek of what you’ll see inside and of the spring collection:

 

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spring looksMannequins showing off spring looks pose by the moveable displays.

 

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fitting roomRoomy industrial chic changing rooms have metal hardware for trying on your Wunder Unders and Cool Racerback tanks, and flattering, soft light that will make you want to take them home.

 

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ManifestoThe Lululemon manifesto appears as an artful triptych at the registers.

 

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seating areaThe living-room-like sitting area is a step up from “boyfriend benches.”  The dry-erase board behind the chairs indicated the location of yoga and fitness studios where the store’s ambassadors teach.

 

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ambassadorsAmbassador portraits are prettier than ever. Like this one of Marisa Sako of Kula Yoga. Others include Britton Darby of Moksha, Nicole Katz of Yoga216, Danielle Tafeen of Sacred Sounds, and Layla Luciano of SLT and Barry’s Bootcamp.

 

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