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Brief Published: 10 Jun 2015

Oakley’s Commuter Pop-Up


US active sports eyewear and apparel brand Oakley has unveiled a hybrid pop-up space in London's Exmouth Market, designed to entice the city's growing swell of cycling enthusiasts. Dubbed 'Oakley In Residence: London', it provides a welcome pit stop offering access to wi-fi, mobile and laptop charging, as well as a variety of bike tools.

In-transit consumers are able to browse the brand's selection of custom eyewear while drying their clothes or taking part in various events such as maintenance workshops, cycle-themed screenings (in partnership with the global Bicycle Film Festival), art and photography exhibitions and music concerts. For more on the value of music-infused retail concepts, see Music Meets Retail.

The interior boasts a low-key aesthetic, with plywood furniture and exposed chrome fixtures. This is designed to speak to the rising number of cyclists in London, which reached a record high in June 2015 of 610,000 cycling journeys made every day – a figure forecast to grow by 12% by the end of 2015, according to findings from local government body Transport for London.

London's cycle-centric version of Oakley's 'In Residence' pop-up – which runs until August 2015 – is the third in the series. The initiative kicked off in Los Angeles in May with a space celebrating skateboarding, and will be followed by a stint in New York.

For more examples of brands targeting cyclists in-transit, see Levi's Commuter Workspace and Commuter Commerce, part of our Roaming Retail Industry Trend. For more examples of hybrid retail concepts, see The Evolution of the Retail Flagship and Hybrid Retailing, part of our Future of the Store Industry Trend. For more on innovative store concepts tapping into cycling's rising popularity, see Rapha Cycle Club and Bike-Shop Boom: Cycling Reimagined.