Lululemon In-Store Branding
Our vision sought to animate Lululemon’s iconic Yogo logo, exhibiting the essence of yoga and athleticism through visually stunning transitions and motion design. "The Science of Feel" implies that Lululemon's fabric is not just a product of scientific design, intricate, detailed, and structured, but also possesses an organic harmony. It flows and moves in a welcoming, soothing manner, thereby embodying the crucial human element in our visual equation.
In alliance with Realdream, we created a dynamic graphic piece to animate Lululemon's in-store media, highlighting the technological and design prowess behind their scientifically crafted fabrics. Incorporating Lululemon's active lifestyle footage, we wove a comprehensive visual narrative that encapsulates the brand's artistry, identity, and community spirit, ultimately materializing not just in the feel of the fabric, but the empowering ethos driving the brand forward.
Research and Development
In visualizing "The Science of Feel," we aimed to animate the essence of yoga with striking transitions and animations. This endeavor is inspired by the foundational element of the Lululemon brand: its dynamic, scientifically engineered fabric.
We draw visual textiles from the dynamic fabric design elements intrinsic to Lululemon. These become the driving force behind our motion designs, introducing a fresh element—animation—to the universal language of yoga and sweat. This approach offers store visitors a visual testament to Lululemon's commitment to empowering experiences and the journey towards reaching one's full potential.
Our animation reflects the science and precision involved in crafting Lululemon’s fabric technology. To visually echo their apparel's meticulous construction, we utilized particle and cloth simulation techniques. Fabric particles came together to form the logo, while cloth particles merged to create a supportive bed and provide it a tangible foundation. This resulted in a unified graphic that imparts a sense of tranquility to in-store digital displays.
Design Development
Our visuals artfully blend resilient, yet ultra-detailed abstract fabric designs with flowing and gentle movements. This balanced composition visually captures the entrepreneurial spirit and inclusive authenticity of Lululemon's culture and community.
In our design process, we embraced the challenge of translating science and sensation into a tactile thread or fabric reveal. Our intent was to animate the emblematic Yogo logo, using elements inspired by the intricacy and dynamism of Lululemon's meticulously engineered fabrics.
This journey of exploration led us to distill visual motifs from these versatile, high-performance textiles, turning them into the driving force of our animations. Merging the complex detail of these fabrics with fluid, graceful moments, our goal was to capture the intimate mind-body synergy that is the heart of the Lululemon brand.
This approach, in sync with Lululemon's commitment to crafting gear that sparks new feelings and experiences, ensured our animations resonated with the pursuit of a life of possibility and empowerment.
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Lululemon - Client
Realdream - Agency, Creative Direction, Compositing
Apparel Intelligence - Creative Direction, Particles, Motion Design, 3D Cloth Simulation