Ahead of the launch of its latest store in Berlin, Lululemon turned to Josephine Rais. Commissioned to create a mural that captured the spirit of her home city and the essence of a global brand, this TDF artist didn’t flinch.
“The brief was perfect for me,” she said. “They wanted me to illustrate people engaged in different exercises, which aligns perfectly with my style. I was able to create a variety of dynamic and energetic poses from different angles.”
Straightforward, right? Not exactly. Josephine’s environment was ever evolving, a canvas at the mercy of modification. “The store was still under construction, so I had to be extremely flexible with the specifications of the illustration as the size of the wall kept changing.”
In spite of this, the finished product was the perfect encapsulation of Lululemon’s ethos, Berlin’s physicality and the community’s distinct aura; a large-scale representation of what it means to live, lunge and lift in Germany’s capital.
Of the project, Josephine says: “I had the opportunity to incorporate a wide range of ethnicities and genders, as the client wanted the characters to reflect the diversity of their product range and the vibe of Berlin and its people.”
Nailed it. Check out more from Josephine here.
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