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Oakley’s amplified, 'store of the future' concept in Shibuya

Oakley
OakleyBrand ExperiencesOpticalSportJapanTokyo

'Store of the future' concept, for the here and now.

Oakley has a culture of creators, inventors, idealists, and scientists, obsessed with using design and innovation to engineer products and brand experiences that inspire greatness. A brand which is chosen by world-class athletes to compete at the highest possible level, demands a highly-innovative and creative brand experience design. This was the crux of our brief – to design Oakley’s first-ever 'store of the future' concept with an experiential retail Flagship in the heart of Shibuya, Tokyo to coincide with the Olympic Games.

During the design process we visited the home of the brand at Oakley’s HQ in Foothill Ranch in California, their iconic ‘test facility unbound from the limitations of innovation’ and learned all about the brand’s future product direction. Inspired by the unique brand experience and interior design codes of this space, we created a next generation, omni-channel retail concept to showcase Oakley’s pioneering technology and brand storytelling to consumers. Using a digitally amplified, experiential retail design with interactive product engagement, this one-off store of the future concept fully immerses visitors in a truly innovative brand experience.

Experiential retail design that thinks outside the box: a digital façade acts as a real-time billboard, connecting Oakley Shibuya to global sports events, visualising sports data into ambient graphics.

Innovation in design: Oakley’s 'store of the future' concept features a showroom-esque retail activation space presenting global product launches & limited-edition capsule collections.

Leaders in sports performance eyewear: The perimeter of Oakley’s experiential retail design Flagship is wrapped with a celebration of eyewear, presented as mechanic components on a lenticular wall system.

An omni-channel retail concept seamlessly engineered.

We designed an experiential retail design concept rich in product storytelling, reflecting the pioneering spirit of the brand and educating consumers on their game-changing innovations. We invited everyone – whether athletes or everyday consumers - to join the global Oakley community, to discover and interact with its product and latest technologies.

In line with Tokyo being the ‘vending machine capital of the world’, our global retail design agency ensured the space delivered a leading omni-channel retail concept. A 'store of the future' concept designed for the here and now - allowing consumers to purchase in-store for onward global delivery or order online with a dedicated click and collect experience in-store.

Oakley

PRIZM simulation booth: in-store experiential retail design touchpoints allows you to ‘live’ the functions of Oakley's iconic PRIZM lens, through various sporting situations.
Test facility inspired retail identity design: we mixed utilitarian materials with high contrast glass panels, that feature the colour spectrum of Oakley’s PRIZM lens technology.
Brand experience ‘easter eggs’: Oakley’s community of fans can discover surprising experiential retail design touchpoints, including a stair rail made from motorcycle grip in a nod to Oakley’s origins.

A retail-first 'store of the future' in Tokyo: the Customization Bar and Prescription Lab offer consumers a 360-degree personalisation service, to design their own custom eyewear.

Leading customer experience design: a full-time ‘counselor’ listens to the customer's intended use, explains the functions of each eyewear model and proposes the best one.
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An omni-channel retail concept: with fully scalable design signatures and service concepts reflecting the progressive nature of Oakley, sets the standard for the brand's experiential retail designs globally.

“This is so much more than a retail store, it’s truly an experience. Curated and designed for those who love sport as much as we do.”

Ben Goss, Global Marketing Director, Oakley.

Experiential retail design collaboration: working closely with the global brand & local marketing teams, we gained first-hand insights into the future product direction to inform the in-store brand communications design strategy.

Talk to us about creating 'store of the future' concepts

Want to know more about our global retail design agency and what we can do for your brand, let's talk. You can also head over to our work page to check out other brand experience case studies that are pushing the boundaries of experiential retail design. And, don't forget to take a look at our Wonder blog for consumer insights and creative inspiration.

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