How lululemon Worked With a Live Calligrapher to Elevate Their In-Store Wellness Event

As a live calligrapher and lettering artist, one of my favorite types of projects to work on is in-store brand events. There is something especially meaningful about creating personalization in a retail space where guests already feel connected to the brand. When lululemon reached out to collaborate on an event for their brand ambassadors and local wellness professionals, I knew it would be a perfect fit.

Live lettering brings an interactive, human element to retail events, and this lululemon activation in St. Louis was a great example of how thoughtful personalization can elevate the entire guest experience.

On-Site Customization at the Maryland Plaza Lululemon Store

The event took place at the lululemon store in Maryland Plaza in St. Louis. I was invited to provide live lettering on lululemon’s iconic reusable shopping bags as part of a brand event celebrating community, wellness, and connection.

Working closely with the lululemon Community Manager, we curated a simple but impactful customization experience. Guests were able to choose from black, red, or white shopping bags and select their preferred ink color for lettering. This streamlined approach kept the experience elevated while still offering guests a sense of choice and personalization.

A Thoughtful and Flexible Live Lettering Setup

For this event, I brought along a selection of Posca paint pens, which allowed for bold, clean lettering that worked beautifully on the bags. Guests could choose to have their first name, a nickname, initials, or a short mantra lettered onto their bag. The result was a personalized item that felt both practical and special.

One of the advantages of live calligraphy and lettering for in-store events is how easy the setup can be. With a curated color palette and minimal supplies, I needed nothing more than a table and chair within the store. This made it easy to integrate the personalization station into the existing retail layout without disrupting the flow of the event.

Live Lettering as Entertainment and Brand Engagement

In addition to creating custom keepsakes, live lettering served as a form of entertainment for guests. As names were lettered and ink dried, I was able to chat with guests, answer questions about the process, and connect with them in a relaxed, organic way.

Watching their name come to life in real time added an element of excitement and curiosity. Guests often paused to watch the lettering process, took photos, and shared their finished bags with friends and colleagues. This kind of interaction naturally encourages longer in-store engagement and creates positive brand associations.

Matching Lettering Style to the Brand Experience

While I often provide formal calligraphy for luxury retail and corporate events, this lululemon activation called for a more approachable lettering style. Choosing a relaxed, modern lettering approach allowed the personalization to feel aligned with lululemon’s brand identity and the overall vibe of the evening.

Adapting lettering style to match a brand is a key part of what makes live calligraphy and lettering successful at in-store events. The goal is always to enhance the brand experience rather than overpower it. In this case, the casual lettering paired perfectly with lululemon’s reusable shopping bags and community-focused event.

Why Live Calligraphy Works So Well for Retail and PR Events

Personalization on an iconic brand item, like lululemon’s shopping bags, creates a memorable takeaway that guests actually use long after the event. Every time that bag is carried, it becomes a reminder of the experience and the brand behind it.

For PR events, brand launches, and in-store activations in St. Louis, live calligraphy and lettering offer a unique way to connect with guests on a personal level. It transforms everyday branded items into meaningful keepsakes and encourages organic brand visibility beyond the event itself.

Booking Live Calligraphy for Brand Events in St. Louis

I love partnering with brands to create thoughtful, elevated experiences through live calligraphy and lettering. From in-store retail events to PR activations and brand launches, live personalization adds a human touch that guests remember.

To inquire about live calligraphy and lettering services for brand events, PR events, or in-store activations in St. Louis, please email emma@emmavonderhaar.com. I would love to help bring your next event to life with live, on-site personalization.