Vuori activates new collection with immersive event in London's Soho

Performance apparel brand Vuori is celebrating the launch of its new collection, titled ‘BlissBlend’, with an immersive event in London's Soho.

Vuori has taken the market by storm, quickly becoming one of America's fast-growing activewear brands (worth over $4billion). Their ethos is to 'redefine the bridge between fitness and life', which has helped them grow a loyal community spanning the USA, Canada and now the UK.

The Southern Californian brand is taking on London yet again, this time with a 360-degree pop-up event exploring 'a new perspective on weightless performance wear'. The space will showcase Vuori’s new BlissBlend fabric, which launched with high-rise leggings and a scoop neck bra.

Taking place at 19 Greek Street, consumers can enter a colourful world through the lens of Vuori between 6-8 pm.

Each floor of the four-story townhouse presents the unique and innovative properties of the new fabric. Light installations, interactive digital mapping, personalized aura readings and retail opportunities are available on the day. The award-winning author and creator Chloe Pierre wilk also be on hand, offering a bespoke meditation session.

19 Greek Street will be the brand’s first UK pop-up event since its arrival in the UK in 2022, following the store opening on Long Acre, Covent Garden. Since then, Harrods introduced Vuori menswear to its active floor earlier this year. Following consumer demand, the brand has been invited to take over a pop-up shop-in-shop space for two months to showcase a wider selection.

Vuori BlissBlend is available globally to purchase in stores and online now.