what’s in store: emporium, melbourne
posted: July 23, 2014
Melbourne was the first Australian city lululemon came to back in good ol’ 2004. It was no coincidence either. Its similarities to Vancouver made it the perfect location. The people, the atmosphere, the energy; if lululemon was going to be anywhere in Australia it was going to be here. We were hooked on its buzzing fitness culture and the vibrance of the city. 11 years later and we’re home to our newest and most exciting location yet, lululemon Emporium.
With just over 4 million people in Melbourne, the CBD is the heart of the city. Back in 2009 we opened the Bourke Street store, being our staple city location. After six glorious years we’ve decided to close its doors and grow with the city that we love so much. As they say, with every closed door, another one opens. And with that, we have Emporium. The precinct is the largest of its kind, and is an iconic monument within the city of Melbourne. In the midst of the hustle and bustle, the location is thriving with energy and is the perfect place to connect our guests with the fitness and health community. Store designer Prudence Mossman is excited about giving back to our loyal lululemon guest. ”We have the space to give them everything they want, and get to celebrate beautiful Melbourne at the same time.”
“Marrying the quality and prestige of the Emporium with the creative energy of the surroundings and people of downtown Melbourne,” were Prudence’s priorities with the new space. Design inspiration came from the store’s immediate surroundings. ”[We considered] the beautiful graffiti in Caledonian Lane, which is directly behind the store. Also the actual Emporium itself. We are really proud to be part of it.”
Prudence wanted to evoke a purely local experience for guests that would resonate with them within the store. “We want to tap into the buzz that is CBD Melbourne. And capture the way Melbourne always has this way of making time for creativity, even in the busiest parts of the city. We want them to hang out, tell us about their latest workout craze and just have fun with us.”
“How much care and consideration goes into every nook and cranny of our stores,” is what the design of the store really represents for Prudence. “We start everything from scratch, using local art, local suppliers, and a vision of the store based from the local community.” Community is a priority says Prudence. “We want the community to feel like it is their space, and they inspired us to create it.”
Prudence works closely with a local artist to keep the artwork authentic to its location. “We collaborate with our resident artist on all our projects. His creative spirit is permanent in this store within many features,” says Prudence. “He did the incredible sculpture of our yogo, made by hand in brushed copper.” The theme of copper runs throughout the store, from the water feature, to the fitting rooms, to the front doors.
Another artist Prudence collaborated with was PenHeartsPaper. “PenHeartsPaper is exactly what we wanted. Hand done, authentically beautiful and unique. Sarah chose the quote ‘do one thing a day that scares you’. It is from our manifesto. We really mean that and hope that it is a source of inspiration for all who see it.”
THE DOORS ARE OPEN!
What do you think of the design at your local store? We’d love to know!