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Oakley’s amplified, digital brand experience in Shibuya

Oakley
OakleyRetail & InteriorsOpticalSportJapanTokyo

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.

Outside a digital façade is a real-time billboard which extends the brand experience outside, connecting its community to sports events. It transforms data such as live countdowns, local weather or the latest scores into ambient graphics, creating anticipation and excitement.

The brief

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.

Those in the know from Oakley’s community of fans will spot brand moments - including a stair rail made from motorcycle grip material in a nod to Oakley’s origins. This and other 'easter eggs' are curated for fans to discover.

“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.

We mixed utilitarian materials against moments of high contrast with the dichroic feature wall - a colour-changing glass panel that features the colour spectrum of Oakley’s leading Prizm lens technology.

The Customization Bar and the Prescription Lab offer consumers a 360-degree personalization service so that they can build eyewear in multiple configurations.

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Concept signatures reflect the progressive nature of Oakley and are fully scalable to allow for global rollout.

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.

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