Nine Events, One Miami Summer: Wellup™ × lululemon

Arriving at 1111 Lincoln Road felt like an invitation to wind down the day well. lululemon ambassadors and their guests streamed in dressed for class, greeted by a friendly team and a polished setup. The sessions ran smoothly, with sunset views over Miami Beach and a changing weekly spread of food and drinks waiting on the other side.

From July 16 through September 1, 2026, Wellup™ produced nine events for lululemon at the Miami Beach landmark. Wellup™ reports more than 300 attendees at each event and more than 3,000 attendances across the full summer series.

A summer with a place to return to

This series gives people more than one opportunity to step into that photograph. For lululemon and Wellup™, the repeated setting was 1111 Lincoln Road: exposed concrete, broad openings, and rows of people moving together above the street.

There is a practical appeal to that consistency. Across nine events, the venue became a recognizable part of the invitation. The building supplied the architecture; the participants changed the picture each time. The photographs move between olive-green sets and bright blue, individual stretches and a floor full of raised arms.

That is the detail to linger on. The room is occupied, bodies angled toward the front, mats laid out with a shared orientation. lululemon is visible in the setting, while movement occupies most of the frame. The brand has a physical place in the experience people came to take part in.

What Wellup™ brought to the partnership

Wellup™ organized and produced all nine activations. The summer series brings its work into focus through a specific combination: one apparel brand, one Miami Beach venue, and repeated occasions for people to gather around movement.

Why this could only look like Miami Beach

The concrete structure at 1111 Lincoln Road was designed by Herzog & de Meuron. Its open sides keep the surrounding city in view, even when the floor is arranged around an entirely different activity. In these photographs, the backdrop, mats, and participants sit within the building's strong lines without concealing them.

That relationship matters. Miami Beach is present in the composition, through the architecture and the light. You can identify the setting without needing a location tag beneath every image. Our closer look at the garage activations follows those details: the columns, the color, and the way a large group changes the scale of the space.

Find the next invitation

The July–September series has ended. To see what is available next, start with Wellup™'s event listings, then check the ticket page for current booking options. Read each listing for its location, date, and participation details; a past photograph is a good introduction, but the next invitation supplies the particulars.

If lululemon brought you here, keep our Miami-Dade store guide close. It gathers the local locations and direct links, with pop-up and opening-status notes where they matter. The Lincoln Road shop and the 1111 event venue have different addresses; the guide makes that distinction easy.

For brands with a Miami wellness event in mind, connect with Wellup™ to discuss the experience you want to produce. This summer's nine dates offer a starting point for that conversation: a brand people recognize, a setting they remember, and room to participate.

WellEdit is the editorial arm of Wellup™, which produced this series and supplied the event photographs, dates, and attendance figures.