ALWAYS IN BETA
Design a physical space that embodies Oakley’s progressive mindset and passion for exploration
SECTOR . Retail Design
CLIENT . Oakley
LOCATION . Shibuya, Tokyo, Japan
FLOOR AREA . 265 sqm
YEAR . 2020
ROLES
Insights and strategy
Concept ideation
Concept development
3D modelling
Visualisation
Detail design overview
Client liaison
CONCEPT
Located close to the Shibuya crossing, the Oakley flagship store is at the epicentre of culture in Tokyo. The concept is inspired by the always in beta mindset of the Oakley brand where innovation and progression are fundamental in creating products for both future athletes and fans.
A large activation space is located on the ground floor where the Oakley community can test the latest products through interactive touchpoints and experiential brand events.
dichroic glass REFLECTS the movement of colour and the iridium technology IN THE OAKLEY PRIZM LENS.
Customisation is essential to the Oakley community.
The custom lab is where visitors can express themselves through their product. The eyewear is curated to show stages of the customisation process and showcases a small selection of the different elements that are fully interchangeable and allow thousands of different styles and options to be created.
