The brief was to open Lululemon’s flagship on Regent Street.

The real challenge was making a global activewear brand feel genuinely relevant to Londoners - not just visible to them.

Leading the insights and experience strategy at Dalziel & Pow, I developed the vision behind what became one of Lululemon's most successful European retail concepts - a space conceived not as a store, but as a community platform. Somewhere to take a class, share a coffee, or simply be around people who care about the same things you do.