Summer doesn’t last forever, but the impression left by a larger-than-life wall wrap certainly will last a long time. When Lululemon wanted to make a bold seasonal statement, CR&A Custom was there to help transform a brick façade into a vibrant visual centerpiece. The result was a striking wall graphic featuring the phrase, “Live like Summer won’t last forever,” produced with premium materials designed to perform in the toughest urban environments.
A Brand Campaign That Demands Attention
Lululemon has built its reputation on more than just athletic wear. It’s a lifestyle brand that thrives on energy, wellness, and inspiration. For this seasonal campaign, the goal was clear: deliver a message that felt alive, joyful, and memorable, while making use of outdoor real estate in a way that matched the brand’s elevated image.
Wall graphics and building wraps are uniquely effective for this kind of activation. Positioned in high-traffic areas, they function as oversized billboards, but with a design flexibility that allows for texture, placement, and personality. By transforming a brick wall into a branded statement, Lululemon was able to capture the attention of passersby while reinforcing its role as a leader in lifestyle branding.
The Power of 3M Rough-Wrap Material
The secret to this project’s success lies in the material. Standard vinyl would struggle to adhere cleanly to a textured brick wall, often leading to peeling edges, uneven application, and fading in the sun. Instead, CR&A Custom selected a 3M rough-wrap material, specifically engineered for demanding surfaces.
This specialty vinyl conforms beautifully to irregular textures like brick and stucco, creating the look of paint while delivering the flexibility of printed graphics. Beyond aesthetics, the rough-wrap material ensures:
Durability: Resistant to peeling, cracking, and fading, even in intense weather conditions.
Longevity: Maintains vibrant color and sharp detail long after standard vinyl would fail.
Adhesion: Bonds securely to rough, porous surfaces, allowing graphics to look seamless.
By using the latest materials in large format printing, CR&A Custom delivered a solution that matched Lululemon’s high standards for both performance and appearance.
From Design to Print to Installation
Executing a project like this requires precision planning, expert production, and skilled installation.
Design Preparation: Our team worked with Lululemon’s brand creative to ensure the graphic scaled perfectly to the wall dimensions and maintained its visual integrity from street view.
Digital Printing: Using advanced equipment, the graphic was printed in bold, saturated colors that captured the vibrancy of summer and reflected the energy of the campaign.
Professional Installation: The wall wrap was carefully applied to the brick surface, with installers using heat and pressure to ensure every contour of the wall was captured. The final result looked like a hand-painted mural, but with the crispness and brand precision only digital printing can provide.
A Lasting Impact for Brand Activations
For lifestyle brands like Lululemon wallscapes and building wraps are cultural moments. Positioned in the heart of a city, this wall wrap became a backdrop for photos, a point of conversation, and a powerful extension of the brand message.
By investing in premium materials and cutting-edge techniques, Lululemon ensured that their summer campaign wouldn’t just be temporary. While the message nods to the fleeting season, the wrap itself was designed to last, resisting the wear and tear that causes so much urban signage to fail prematurely.
CR&A Custom: Leaders in Innovative Outdoor Signage
At CR&A Custom, we pride ourselves on staying at the forefront of signage innovation. Projects like this one highlight our commitment to using the best products, materials, and installation methods available in the industry. From building wraps to event graphics, we help brands transform surfaces into opportunities for storytelling and connection.
Whether it’s a global lifestyle brand like Lululemon or a local business looking to stand out, our team brings the same level of precision, creativity, and dedication to every project.
Summer fades, but the message “Live like Summer won’t last forever” continues to resonate. This effect owes thanks to a wall wrap designed and installed to stand the test of time. With CR&A Custom’s expertise in large format printing and premium materials like 3M rough-wrap vinyl, Lululemon was able to turn a brick wall into a bold brand statement that looked as good as it performed.
