New York City’s Fifth Avenue has long been a mecca of fashion and now it is the home of the largest interior digital installation on the street. This is according to Oakley, Inc., which opened the doors on May 1 to its Manhattan flagship store. And what better way to celebrate the occasion than with a party?

First stop was the building’s exterior which features a crushed metal motif inspired by tectonic plates that represent the ever-present growth that defines Oakley’s attitude toward technology. Stepping inside, visitors are greeted by nine rows of screens that mirror the building’s façade and tell Oakley’s story with products, art, animation, and athlete videos in an unconventional way. The store also features an Oakley Customer Bar where customers can design their own eyewear and an in-store optical center with an electronic measuring device and in-house optician.

Party guests included celebrities and media who took in the Oakley offerings accompanied by music from actor/DJ Taryn Manning after listening to a welcome speech by CEO Colin Baden. “From its architecture, fixtures, and digital ceiling to the full array of premium performance and lifestyle products, the new Oakley store fuses our passion for possibility with our Disruptive by Design brand culture to shatter the limits of conventional ideas,” said Baden.

Beth Schlau
Vice President, Editorial

email me at beth@visioncareproducts.com


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