Relaunch of the Oakley London Store in Covent Garden
Oakley celebrated the reopening of its flagship London Oakley Store on Friday 15th April with the brand’s CEO, Colin Baden and some of its iconic athletes. The redesigned store, in the heart of Covent Garden, took centre stage as the sun went down and the imposing building was transformed with a series of light projections that made central London stop and stare.
Inside, the VIP guests including Mark Cavendish, Kevin Pietersen, Jenny Jones and Jan Frodeno were invited to a striking sensory Oakley experience full of visual laser displays and workshop inspired audio creations. Mad scientists in lab coats, Splice® goggles and Holbrook™ sunglasses served experimental canapés and drinks presented in laboratory equipment.
On the night, Oakley CEO Colin Baden gave a short speech to thank the athletes for their ongoing loyalty to such an irreverent brand as well as stressing the importance of the redesign to reflect Oakley’s core design philosophy – ‘deliver the unexpected’.
The centerpiece of the store is a 12 foot tall, 800lb metallic angel with carbon fiber wings that span 25 feet. The impressive sculpture is hauntingly suspended from the ceiling above the main desk where Radio 1’s Zane Lowe was the guest DJ and presenter. Another stunning visual in the remodeled London O Store is a chandelier made of 4000 Oakley Frogskin sunglasses, the iconic 1980’s eyewear design that defined a generation. Placed in the center stairway of the second floor, it features a massive light array of changing colours.
Guests were invited to explore and experience the key retail features including the Oakley Custom Lab. Trained store staff were inundated throughout the night as guests designed their own sunglasses and custom engraved the lenses with the onsite etching machine. As well as their personalised sunglasses, all walked away with goody bags containing the latest lifestyle eyewear designs, a limited edition t-shirt featuring the Angel blueprint design and a coffee table book of Rankin portraits. Rankin has photographed both Mark Cavendish and Kevin Pietersen for Oakley UK’s 2011 ad campaigns.