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Brief Published: 12 May 2014

Oakley’s Custom Tech Flagship, NY


US brand Oakley, which specialises in eyewear and apparel for active sports, has unveiled a brand new flagship on Manhattan’s Fifth Avenue – its first to showcase a hybrid concept that includes not only a full retail store, but also a wholesale showroom.

The store spans two floors. The first is a 2,100 sq ft selling space dominated by nine 10ft-wide ceiling-mounted screens, showing branded content and video footage of athletes in action. Above, a wholesale showroom allows the brand’s East Coast, business-to-business clients to view the collection in isolation.

In the store space, eyewear is split into four areas: performance, custom, lifestyle and prescription. To boost the appeal of the prescription section, the store is also debuting an Oakley Optical Centre – a custom-fitting selling space, which is designed to streamline the manufacturing of prescription eyewear products.

Within the Oakley Optical Centre, in-house opticians use a motion-capture device fitted onto the eyewear frames to measure, photograph and record exact specifications, which are then transmitted back to Oakley’s headquarters in California. The eyewear is manufactured and shipped to the customer in five to seven days, and the brand intends to integrate the concept into all Oakley stores.

An additional custom bar gives non-prescription eyewear customers the opportunity to select a specific frame, colour, lens or ear socket via touchscreens – all of which can be custom made on the premises in less than half an hour.

Alongside the core range of Oakley apparel, the store will also be the retail testing ground for the brand’s newly launched Icon menswear range.

For more on mixed-purpose retail spaces, see Hybrid Retailing and Future Stores: Brand Hubs & Product Playgrounds. For more on customisation and tech-enhanced spaces, see Experimentation & Co-Creation in our Future of the Store Industry Trend, Tech-Fuelled Retail Spaces and In-Store Interactive