lululemon

lululemon Europe: Creating a calm and consistent in-store sound experience

lululemon stores have a very specific atmosphere. When you walk in, the space feels open and unhurried, and the sound has to support that feeling. Music is not an afterthought for the brand. It plays a key role in shaping how the store feels, both during busy afternoons and in the quieter moments earlier in the day. When several European locations needed a consistent audio approach, M-Cube led the work as lululemon’s in-store music partner. They developed the music concept and guided the technical decisions.

Thanks to their close collaboration with Tau Audio Solutions, the partners discussed how the audio should behave in stores with different layouts, ceiling heights, and rail setups. Tau then brought Spottune into the project as part of their long-term partnership. Through this joint effort, lululemon Europe, M-Cube, Tau Audio Solutions, and Spottune created a setup that brings together brand identity, technology, and store design.

Music identity and technical implementation

M-Cube created a custom music format tailored to the energy and rhythm of a typical store day, laying the foundation for a consistent in-store sound. Tau Audio Solutions provided guidance on speaker zoning, placement, and technical implementation, while Spottune supplied the speakers and cloud-based platform that ensure even coverage, flexibility, and reliable performance.

Music identity and technical implementation

One ongoing discussion in the project focused on keeping the ceilings clean. lululemon stores have open lines of sight, and there was a clear desire to avoid adding extra hardware unless it was truly necessary. Track-mounted Spottune speakers proved to be a good fit because they use the existing rails. In areas without rails, the cord or recessed versions maintained the same visual expression. Because the system is supported through the Spottune cloud, M-Cube can manage adjustments and support remotely, meaning store teams do not have to handle anything on the audio side. This approach also sped up installations, especially in stores with tight build schedules. Locations such as Copenhagen, Antwerp, and Brussels have already been equipped with this setup, which includes:

M-Cube’s in-store music player with a custom lululemon format

Spottune Stream for cloud-based control

Spottune Omni Track speakers on lighting rails

Spottune Omni Cord speakers in areas without rails

Optional subwoofers can be added in future locations to enhance low-frequency support, making the system scalable and ready for expansion to new stores.

Four parties, one collaboration

This project demonstrates how different areas of expertise came together to deliver a consistent, brand-led audio experience.

lululemon Europe: brand vision and store standards

M-Cube: music strategy and content creation

Tau Audio Solutions: technical advisory and implementation

Spottune: speakers and cloud infrastructure

Together, they created a scalable, consistent, and brand-led audio solution that enhances existing stores and is designed to grow with lululemon’s European retail footprint.