Big Foe takes the desert
lululemon and SGK transformed the Indian Wells retail stop into a dynamic, immersive experience—bold graphics, striking fixtures, and larger-than-life tennis balls brought the energy. Inspired by the GO BIG campaign and the impact of Leylah Fernandez and Frances Tiafoe (Big Foe), this space was built to celebrate movement, ambition, and the game’s brightest stars. From concept to courtside spectacle. Game, set, match.
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lululemon
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Environment & Experience, Design, Production, Installation
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Executive Creative Direction: Bryan Boul
Creative Direction: Jeana Beyers
Client Services: Addie Lalier
Project Management: Jeni Reetz & Greg Pantuso
Production Management: Keegan Cunningham
Development: Dylan MacDonald
behind the scenes
