To launch lululemon’s global run campaign – Every Run Has A Reason – which coincides with the London Marathon, Lucky Fox created a bespoke 3D model interpretation of London to fill the window of the brand’s flagship store on Regent Street.
The meticulously designed structure – featuring London’s many famous landmarks including The Shard, London Eye, ‘Gherkin’, Millennium Dome and many more – was crafted with high density foam using a poly carving technique. Working within the confines of a tiny access space to the window, the 3D model had to be methodically pieced together – much like an enormous puzzle.
Frosted blue LED is used to symbolize the River Thames and red chasing LED replicates the London marathon tracking route as it winds through the concrete jungle model. The red LED also works to echo the brand’s global branding colourways, and the red tracking lines of the brand’s instore run club app, Strava.
Lit 3D lettering protrudes from the model, calling out the campaign mantra, and mirrored flooring works to reflect the entire 3D model, giving an infinite feel to the scheme.
In the other window and instore, the brand’s mannequin army are styled upon sky scraper and building style plinths at varying heights, complete with lit up windows.
The campaign created by Lucky Fox coincides not only with the London Marathon, but also the launch of the brand’s new YouTube series created by lululemon’s first global run ambassador, Charlie Dark, that explores purposeful running.