Brand Activation
LYMA x SoulCycle
Wellness Weekend
Wellness Weekend
Client
LYMA x SoulCycle
Event
Wellness Weekend
Type
Brand Activation
Where
The Barn — Bridgehampton, NY
Our Role
Full hospitality design, fabrication, logistics, staffing, and execution for a three-day wellness weekend activation
The Ask
LYMA — a UK-based luxury wellness brand — needed an experiential ID² hospitality moment at SoulCycle's Wellness Weekend in Bridgehampton, NY. The vision was a stunning, custom-built bar serving post-ride hydration to 1,500+ SoulCycle riders across three days, executed at a standard worthy of the brand.
What We Built
We had five days to design and build a custom bar structure that matched LYMA's inspiration image exactly — and we nailed it, built in San Diego, freighted across the country, and installed at The Barn in Bridgehampton without a visible crack. Along the way came the kind of curveballs every live event throws: lost freight, a product swap from LYMA's UK warehouse, last-minute requests for branded cups and custom staff shirts on a one-day turnaround. We executed anyway — sourcing locally, rebuilding the service plan on the fly, and turning the product swap into a custom post-ride drink that generated more curiosity than the original plan would have. We also arranged local US storage post-event so LYMA could keep activating stateside. Every guest who walked up got a seamless, premium LYMA moment. That's the standard.
The Results
1,500+ SoulCycle riders served across the full Wellness Weekend schedule.
Custom post-ride hydration experience executed at full scale with limited product supply.
Bar designed, built, freighted from San Diego, and installed in Bridgehampton in under five days.
US logistics infrastructure arranged post-event to support LYMA's continued domestic activation.
The finished bar matched the client's inspiration image exactly.
Custom reformulation under pressure generated stronger product interest than the original plan.
Zero guest-facing disruption across every problem that arose.
“The team are exceptionally agile, taking last-minute requests and unexpected changes in their stride. Throughout the process, we felt completely confident they had everything under control — their professionalism, responsiveness, and problem-solving made what could have been a stressful project feel seamless. We couldn't recommend them highly enough.”
— LYMA Team