Image caption: Top to bottom: Lululemon Flatiron Concierge offers insider tips, like a digital mirror with curated information on running routes and NYC experiences; hand outs that offer curated guides to studios, food and urban adventures.
Before there was “athleisure,” boasting every designer name imaginable, there was Lululemon, the performance-wear company that made “athletic” look a coveted lifestyle. And the company’s stores have always been more than places of commerce, they are also centers of wellness and community, with free yoga and other classes on offer.
So it should come as no surprise that the brand has rolled out a combo of wellness-oriented hangout space/educational center at the new flagship in New York City’s fitness epicenter of sorts, the Flatiron District. In addition to gear and classes, the store boasts what can best be likened to a hotel-lobby-meets-chillout-zone. There are spaces for lounging, recharging—literally—at the tech support area, and refueling (again, in the absolute sense of the word), with granola, protein bars, coffee and tea. And, just like a hotel, there is a concierge service.
The staff of 10 dishes insider tips on such things as the best menu options at healthy nearby food haven, Hu Kitchen; the coolest workout class that’s just about to hit big; and more. But perhaps the best part is that they’ll book it for you. That’s right, they’ll snag a mat in the hottest barre class, get you a treadmill at Barry’s, and score you a spot in the saddle at SoulCycle—all for free. And if you don’t want to lug all your stuff to your sweat session, there’s even a storage area for coats, bags, as well as bikes. lululemon.com