Pioneering heritage, precision engineering
Oakley has a culture of creators, inventors, idealists, and scientists, obsessed with using design and innovation to create products and experiences that inspire greatness. We designed the brand’s first ever flagship store in the heart of Shibuya, Tokyo. A brand which is chosen by world-class athletes to compete at the highest possible level demands a powerful brand experience. A place to showcase Oakley’s pioneering heritage, it uses digital personalization to immerse visitors in its brand and product technology. The experience sets the standard for stores globally.
The flexible activation space supports global product launches, dedicated capsule collections and limited-edition pieces and provides athlete engagement. The perimeter of the space at ground level is wrapped with a celebration of eyewear, presented as mechanic components on a lenticular wall system.
Innovation, technology and engineering
We aimed to reflect the marginal gains the products offer. We used product storytelling to reflect the pioneering spirit of the brand and educate consumers. We invited everyone – whether athletes or everyday consumers - to join the global Oakley community, to discover and interact with its product and latest technologies.
“This is so much more than a retail store, it’s truly an experience that has been curated and designed for those who love sport as much as we do.”
Ben Goss, Global Marketing Director, Oakley.
An invitation to explore all that Oakley has to offer
We visited the home of the brand at Oakley’s HQ, Foothill Ranch in California, their ‘test facility unbound from the limitations of innovation’ and learned all about the brand’s rich heritage. By collaborating closely with global brand and marketing teams in both the USA and Japan we gained first-hand insights into the future strategy and product direction. We created an omni-channel environment which allows consumers to purchase in store, order online for onward delivery or click and collect.