Oak­ley’s new 5th Av­enue store flaunts cre­ative hand of tech­nol­ogy


Mo­ment Fac­tory, a multimedia ex­pe­ri­ence stu­dio, in­te­grates tech­nol­ogy into re­tail ar­chi­tec­ture with its multimedia in­no­va­tion for Oak­ley’s new store. In Fe­bru­ary 2014, Oak­ley launched its new cam­paign ‘Dis­rup­tive by De­sign’ which saw the par­tic­i­pa­tion of Mo­ment Fac­tory. The 5th Av­enue, a Man­hat­tan flag­ship, was to carry for­ward the cam­paign ideas. This was given form by Mo­ment Fac­tory with the heart-stop­ping in­stal­la­tion ex­clu­sively cre­ated for the new store.

This in­stal­la­tion continues the legacy of the brand which con­notes cul­ture and dis­rup­tion. It dwells on the brand ethos which has been con­sis­tent in the de­sign till now. It is also a peep­hole to the brand’s fu­ture plans which go hand-in-hand with tech­no­log­i­cal in­no­va­tions.


Mo­ment Fac­tory was to cre­ate an in­stal­la­tion keep­ing the store’s con­text in mind. The lin­ear space, the store front and the brand’s in­ten­tion of tech­no­log­i­cal and cre­ative break­through were the ref­er­ence points. The in­stal­la­tion took to oc­cu­py­ing the ceil­ing to free up floor and wall space for mer­chan­dise dis­play. The ceil­ing also gave the ad­van­tage of util­is­ing a lin­ear pro­por­tion. The store’s front fa­cade fea­tures large pleated metal com­po­nents. They work as in­spi­ra­tion for the in­stal­la­tion’s con­cept. 27 LCD screens ar­ranged in rows of three are in­cor­po­rated in frag­mented forms sus­pended across the length of the ceil­ing. The treat­ment of the in­stal­la­tion was such that it plays with vis­ual per­cep­tion with its an­gles and the video pro­jected on the frag­mented sur­face.


Man­hat­tan is a field of me­dia con­tent and one more would make no big dif­fer­ence. The in­stal­la­tion at Oak­ley has been cu­rated and de­vel­oped to draw cus­tomers into the store from the street. The con­tent runs in four cap­sules based on store hours and the rhythms and pat­terns that it fol­lows are a work of art by Mo­ment Fac­tory. The sneak peak it pro­vides to people pass­ing by draws them in for closer in­spec­tion. Rolling tran­si­tions merge footage of Oak­ley’s per­for­mance ath­letes with a vis­ual lan­guage de­vel­oped en­tirely by Mo­ment Fac­tory.


The in­stal­la­tion comes to life with the ef­fort put in by an in­ter­na­tional team of 16 people, in col­lab­o­ra­tion with re­spected Brook­lyn-based dig­i­tal fab­ri­ca­tion stu­dio SITU Fab­ri­ca­tion, and Fulkra - tech­nol­ogy in­te­gra­tors from Los Angeles. This state­ment cre­ated for Oak­ley, once again, stands proof to Mo­ment Fac­tory’s cre­ative prow­ess and vouches for its ex­per­tise in cre­ative en­hanced en­vi­ron­ments that suc­ceed in en­gag­ing cus­tomers

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