For Sydney Marathon race week, lululemon brought its Print Shop to Pitt Street Mall, putting a live customisation studio in the middle of the city’s busiest retail strip in the lead-up to Australia’s only Abbott World Marathon Major.
After picking up their gear in store, runners and supporters stepped outside, chose from a lineup of exclusive Sydney designs and had them pressed onto their kit on the spot. A small piece of personalisation, finished while they waited, that turned a race-week purchase into something made for the day.
Led by Amplify and built out by Thomas Creative, the activation had to hold its own in a high-traffic pedestrian mall. Open enough to pull people in from the foot traffic, and clean enough to sit comfortably in the streetscape.
The space was built using the Groblox modular system: one Single Block and one Corner Block, a compact footprint that opened onto the mall on two sides. Small enough to sit neatly in a busy pedestrian thoroughfare, and open enough to keep the pressing line visible and moving.
