lululemon

The 17,000-square-foot, two-floor flagship opened in November 2025 as the first North American store to debut Lululemon's new "creative expression" — a format the brand describes as the blueprint for future store design globally. It replaces the brand's previous SoHo location, which had been in the neighborhood since 2007. Lululemon is a brand under real competitive pressure. On, Alo, Gymshark, and Vuori are all pulling at different parts of its customer base, and this flagship is their public answer to that question. The company's SVP of global brand creative framed stores as the brand's "secret sauce" and "huge competitive advantage": the place where product, people, and community relationships come together in ways digital cannot replicate.