Oakley’s amplified, 'store of the future' concept in Shibuya
Objective: Create a visionary 'Store of the Future,' immersing consumers in unparalleled brand and innovation stories.
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.
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.
“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.
Talk to us about creating 'store of the future' concepts
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