OAKLEY OPENS ITS NEW EXPERIENTIAL STORE IN THE HEART OF MILAN
Oakley, in partnership with Percassi, opens its second shop in Italy in Piazza San Babila, a global retail landmark, ahead of the winter games in Italy
Oakley and Percassi inaugurated on Thursday, 8 May, the new Oakley store in the heart of Milan, in Piazza San Babila 2/8, the global capital of fashion and new subcultures, in anticipation of the winter sport events.
The new shop offers innovation and immersive experiences, becoming a hub for the global sports community and a catalyst for cultural progress.
In an immersive journey into the brand's past, present and future, customers will discover a high-tech bunker environment, recreated through the lens of the brand's ‘Future Genesis’ films.
The vision of a prototopic future is introduced by a Brutalist-style portal, which leads to an experiential environment and a connection with nature and its revitalisation. Glass cases containing plants are integrated with an oxygen-generating system. In addition, a number of the brand's secret Easter Eggs are scattered around, which can be discovered by brand experts.
The new store, which spans two floors with a sales area of 340 square metres and 12 shop windows, offers a series of interactive experiences that allow visitors to immerse themselves in the Oakley universe and its amazing inventions, drawing inspiration from the iconic headquarters in Foothill Ranch, California.
These include a Performance Chamber, where cycling enthusiasts can test Oakley's cutting-edge eyewear and helmets on a bicycle simulator; an Interactive Museum, featuring the brand's most disruptive innovations displayed in glass cases; an interactive Prizm Wall to experience the benefits of lenses; and finally, a Robotic Dog inspired by the brand founder's famous dog named Oakley.
"The opening of this new store, a modern and futuristic space that speaks and tells Oakley's story in three hundred and sixty degrees, is part of a vision that goes beyond the brand and sport", commented Filippo Resini, President Sun Reatil Emea, GC, Seak, NA EssilorLuxottica. "It rather embodies what Oakley has been saying about itself for fifty years, a positive, inclusive and forward-looking journey in a space that welcomes people and, through sport, shared values and brand history, allows them to be themselves".
"The synergy between Essilor Luxottica's expertise and Percassi's retail experience has resulted in a special and highly experiential shop, designed to offer not only high quality products, but also an immersive and educational journey into the world of the brand," reported Filippo Resini, President Sun Reatil Emea, GC, Seak, NA EssilorLuxottica.
The store features the entire Oakley offer in all areas of the brand - from snow to cycling, golf to surfing and lifestyle - including glasses, clothing, accessories and footwear.
OAKLEY
Founded in 1975 and based in Southern California, Oakley is one of the world's leading brands in product design and performance sports eyewear. Holder of more than 900 patents, the company is a hotbed of creators, inventors, idealists and scientists who share a common obsession: leveraging design and innovation to create inspiring products and experiences. It is this philosophy that has made Oakley one of the most iconic and inimitable brands on the market, with products that the world's best athletes rely on to perform at the highest level. The company has cemented its position as one of the world's leading sports eyewear brands by extending it to apparel and accessories, with product lines for men and women that meet the needs of a variety of customers, from the sporty and dynamic to the casual style enthusiast.
PERCASSI
Percassi is a company whose activities include the development and management of commercial franchising networks of major brands (such as Gucci, Armani Exchange, Saint Laurent, Nike, Jordan, Victoria's Secret, Bath&Body Works, LEGO, Garmin in the fashion-beauty and consumer sectors, and Starbucks in the foodservice sector). Percassi is also active in the management of its own brands (KIKO Milano, Womo and Bullfrog in the cosmetics sector, Atalanta in the sports sector, Da30Polenta in the food sector). Percassi also operates in the real estate sector for the realisation of important real estate projects in the commercial and management sectors. For further information: www.percassi.com
For further information on Oakley
Claire Barry
Oakley Global PR Director
Claire.Barry@luxottica.com
For further information on Percassi
Image Building
Cristina Fossati, Angela Fumis, Maria Clara Bertolli
Ph.+ 39 02 89011300
E-mail: percassi@imagebuilding.it
