Oakley Shibuya Flagship Design

Architecture, Interior Design and Brand Experience

PROJECT TYPE

Flagship Store Concept

SECTOR

Retail and Experiential

CLIENT

Oakley - Luxottica

LOCATION

Shibuya Japan

FLOOR AREA

265 SQM

YEAR

2020

Concept

Located near the iconic Shibuya Crossing, the Oakley flagship store sits at the epicentre of Tokyo’s cultural landscape. The concept is driven by Oakley’s “Always in Beta” mindset, reflecting the brand’s commitment to continuous innovation, performance, and progression for both future athletes and fans. The flagship is conceived as an immersive retail environment that expresses Oakley’s forward-thinking approach through spatial design, technology, and interaction.

A large activation space on the ground floor serves as a hub for the Oakley community, allowing visitors to test the latest products through interactive touchpoints and experiential brand events. This flexible area supports live demonstrations, product launches, and community engagement, transforming the store into an active platform rather than a traditional retail space.

At the heart of the flagship, the Custom Lab invites visitors to personalise their experience through product customisation. Eyewear is curated to reveal each stage of the customisation process, showcasing a modular system of interchangeable components that enable thousands of unique combinations. This hands-on environment encourages self-expression while highlighting Oakley’s design innovation and technical expertise.

Exterior of the Oakley flagship store in Shibuya Japan with large LED screen and street frontage
Interior view of the Oakley flagship store Shibuya showcasing eyewear galleries and industrial retail design
Architectural staircase installation inside the Oakley flagship store Shibuya with color light effects

“Dichroic glass REFLECTS the movement of colour and the iridium technology in the Oakley Prizm lenses.”

Feature plinth showcasing Oakley performance sunglasses within the Shibuya flagship store
Prizm sport performance eyewear wall display inside Oakley Shibuya flagship store

“Customisation is essential to the Oakley community.”

Custom Lab counter at the Oakley flagship store Shibuya offering eyewear personalisation
Oakley staff demonstrating eyewear fitting and lens technology at the Shibuya flagship store
Training apparel wall inside the Oakley flagship store in Shibuya featuring performance t-shirts and accessories
  • Oakley flagship store Shibuya Japan design inspiration moodboard with industrial architecture, metal panels, concrete textures, and performance materials.
  • Oakley flagship store Shibuya Japan material sample display featuring terrazzo, metal grating, glass panels, and industrial finishes.
  • Close-up of Oakley Shibuya branded apparel detail with logo and Japanese typography
  • Oakley flagship store Shibuya Japan exterior at night featuring large-scale LED facade, illuminated branding, and transparent street-level glazing.
  • Oakley flagship store Shibuya Japan product display concept featuring experimental helmet form, goggles, and collectible objects in a glass vitrine.
  • Low angle view of polished concrete floor and interior layout inside Oakley Shibuya flagship store
  • Oakley flagship store Shibuya Japan material swatch table displaying terrazzo, metal grating, glass panels, rope hardware and industrial finishes used in the retail interior.
  • Oakley flagship store Shibuya Japan retail interior wide view showcasing exposed services, yellow gantry beams, eyewear displays, and polished concrete flooring.

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