A Library in a Yoga Space: The Lululemon Proposal
So why exactly would a publishing imprint decide to team up with a yoga and athleisure purveyor as a joint offer for New York shoppers? Not a clue?
Well, perhaps for an answer why it might be worth a trip to the Big Apple’s Flatiron district where Vancouver-based yoga outfit Lululemon has a pop-up library, courtesy of Penguin Random House, which sits in the middle of the retailer’s clothing and assorted merchandise area.
The installation is part of the retailer’s Hub Seventeen project, unique to the city, which seeks to reach out to the area’s broader community in an effort to inculcate loyalty. In practice, this means a wall of books with a couple of niches that act as seating areas for book lovers and its offer the chance to sit down and relax in the humdrum of the midtown New York.
In total there are 1,000 book in the ‘library’ and as a means of doing something different from run-of-the-mill fit and wellness outfits, this is an interesting development.