Recent London 2012 News
Designed to Win: Oakley Technology Showcased at London Design Museum, Celebrated As Revolutionary Design For Sport Through History
More than 600 patents in technology and design. Countless man hours in research, development and engineering. Absolute science wrapped in art. A Formula 1 racecar? Maybe a revolutionary performance bicycle? Think again. To the average consumer, it’s not completely apparent – at first – that when glancing upon a pair of Oakley eyewear, they’re looking at a true technological innovation. And when visiting Oakley’s stunning Safehouse for its 700+ athletes competing in the Summer Games, just one floor below in the London Design Museum’s basement, it would surprise even more people to find Oakley’s creations displayed alongside some of the most revolutionary creations for sports performance throughout history. As a part of the museum’s “Designed to Win” exhibit, which explores ways in which design has shaped the sporting world (coinciding with London’s biggest year of sport), Oakley’s sparsely-acknowledged contributions are stunningly revealed.
Oakley takes great pride in its newest brand campaign – “Beyond Reason.” There is no greater proof of this than the Oakley Safehouse built to host the best athletes the world has to offer. London is teaming with media, fans and other distractions that could potentially hinder an athlete’s performance and experience during their preparation for competition. Oakley has gone to extraordinary measures to provide a safe haven for athletes to relax and feel at home in the midst of one of the most hectic times in their career. The 10,000 square foot safehouse, built inside the London Design Museum on the south bank of the Thames River, is the embodiment of Beyond Reason and Oakley’s commitment to its athletes.
Hordes of passerbys walking along the River Thames, approaching London’s majestic Tower Bridge during the Games, can’t help be notice a stunning, crystal-like sculpture on the walkway. With alternating, glowing colors illuminating the object – reminiscent of a water drop forming (but not yet dropped) – it’s only apparent after a closer look that the piece of art is, in fact, built completely of clear Frogskin sunglasses. At that moment it is undeniable that the brand’s contagious passion for innovation and excellence has invaded the UK’s grand capital. Serving as a welcome to Oakley’s stunning Athlete Safehouse, housed in the London Design Museum, the sculpture is a clear symbol of the brand’s unique design and culture. The night before the Games officially got underway, Oakley invited select media in for a coveted first hand experience of just that.