36 | www.retailenvironments.org RETAIL ENVIRONMENTS may.june.2015
three different zones. We did a beautiful
charred oak casing around the units, and
each one tells the story of the area—Sweat,
Post-Sweat, and No Sweat,” explains Rudy.
The retailer, designer, and supplier
worked together throughout the process,
making sure that the custom details were
up to snuff.
“We developed a process to char the
wood from both sides at the same time to
keep it from bowing, as well as a coating to
keep the charred wood from leaving marks
on merchandise,” says Adam Kamens, CEO
of Amuneal. “The folks from Lulu were
banging the charred oak on carts, making
sure it was strong and that it didn’t mark
Even the fitting rooms were designed
to appeal to male sensibilities. “You might
want to try on clothes because the way the
door opens is so cool. So we made these
really tricky doors,” says Rudy. “It’s attrac-
tive for guys. It’s like being in a garage or
just building something. Putting it into
a shopping experience makes it more fun.”
The commitment to perfectly executing
this detail is evident in the fact that it took
several fabrications of the doors to get it
completely right. “It was a real collaborative
process,” says Kamens.
Existing elements and architectural details
in the landmarked building were preserved
or restored, and the design blends with the
“With all of our store designs, we want
the community we’re in to shine through.
We combined elements native to our roots
in the Pacific Northwest with a uniquely
SoHo aesthetic of steel, iron, and exposed
brick,” Rosensweet says.
As the brand’s largest men’s retail space,
the SoHo shop is able to offer a larger variety of products and services. For instance,
the store incorporates a first in the U.S.
market. In The Joinery area, customers can
choose a liner and shell combination and
have the pair of shorts made while they
wait, says Rosensweet.
The service is another nod to the male
customer Lululemon hopes will become
a brand evangelist.
“We created something that spoke to his
needs and hopefully inspired all our guests
to consider Lululemon in a new way,” says
is a freelance writer covering
New York City.
Left: Sturdy shelves in fitting rooms give men a place to put keys, wallets, and phones. Right: In The Joinery area, customers can choose a liner and
shell combination and have the pair of shorts made while they wait. The trolley rail and rebar give the space a masculine feel.