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.
STRATEGIC ARCHITECTURAL DESIGN
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.
BEYOND BRANDED CONTENT - VISUALS THAT INSPIRE
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.
BREAKING NEW GROUND IN MULTIMEDIA RETAIL DESIGN
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