Oakley’s concept store raises status of signage
New York real estate commands primo prices, so every square foot counts when developing a new retail concept. Utilisation was a big consideration with the latest retail concept just launched by Oakley, the leading a sport and lifestyle brand. Oakley has opened a new 630sqm flagship store at 560 Fifth Avenue that features a ceiling-mounted multimedia installation consisting of 27 high resolution digital signage screens suspended down the length of the room. By using a ceiling mounted installation all of the store’s valuable wall and floor space remained available for sales and merchandising.
The Oakley’s multimedia installation was developed by Moment Factory, a new media and entertainment studio specialising in the conception and production of multimedia environments. Moment Factory worked in collaboration with SITU Fabrication, a Brooklyn-based digital fabrication studio, and Fulkra, a Los Angeles-based technology integrator.
the multimedia installation’s shifting angles and surfaces create anamorphic tricks that play with the viewer’s perception
According to Moment Factory, the multimedia installation’s shifting angles and surfaces create anamorphic tricks that play with the viewer’s perception of the retail space and the decomposition of the video across the surface of the screens. The screen content is divided into four segments that run in alternating patterns and rhythms according to store hours and activity on 5th Avenue. Manhattan is a media-saturated environment, so each segment was designed to draw in customers from the city’s busy streets. Rolling transitions merge footage of Oakley’s performance athletes with complex layers that reveal over time as consumers experience the installation.
Moment Factory’s concept had to successfully fit within the existing architectural design, while also expressing the brand’s strong connection to technological innovation. The installation’s physical design took inspiration from the exterior storefront architecture – featuring large pleated metal components. The store’s long and narrow footprint also created opportunities to explore movement and create a coherent visual impact over a long distance.
The project follows Moment Factory’s successful participation in the launch of Oakley’s ‘Disruptive by Design’ campaign in Los Angeles in February 2014. Through this new global marketing initiative, Oakley aims to celebrate its legacy and culture of disruption, and set out their blueprint for future innovation. You can see Moment Factory’s response to the new brand direction in this install.
Moment Factory: www.momentfactory.com
Fulkra: fulkra.com