To engage a new set of creators and a culture-forward audience, lululemon brought Somewherelse on board to create a disruptive and multi-sensory wellness experience for 200+ cultural movers and shakers, and strategically position the brand as new thought leaders in the ‘experiential marketing meets wellness’ category.

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.


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