Oakley, New York City
Oakley describes its new Fifth Avenue flagship as a “disruptive display of science wrapped in art.”
From its tectonic-plated exterior to its floating digital ceiling, the store dazzles with its combination of technological innovation and customization.
The digital ceiling is made up on nine rows of 27 LCD screens suspended across the entire length of the ceiling. The installation wraps progressively downward, helping to draw in shoppers from the street. The content — a mix of branded storytelling, art pieces, animations, and footage of Oakely athletes — is divided into four segments and runs in alternating patterns.
The store sells the full range of Oakley’s eyewear, along with apparel, watches and accessories. It includes a custom eyewear bar where customers, aided by touch-screens, can build their own eyewear, choosing from lens tints, frames, etc. Customers can also custom etch their lenses with personalized inscriptions and logos.
The new Oakley also houses an Rx center where certified opticians, using advanced digital equipment that Oakley helped develop, fit customers in Oakely eyewear.
Design: Oakley, Foothill Ranch, California
Ceiling installation: Moment Factory, Outremont, Quebec