In order to engage new creators and a culture-forward audience, Lululemon brought Somewherelse on board to create an immersive and multi-sensory wellness experience for 200+ cultural movers and shakers to strategically position the brand as new thought leaders in the ‘experiential marketing meets wellness’ industry.

Activating in Allan Gardens, one of Toronto’s most unique venues and one that had never prior been used by a brand to activate, SURROUND engaged emerging musical artists and meditation practitioners to create an aural experience, unlike anything the city has seen before.