Moment Factory Designs Creative Visual Installation for Oakley's New Manhattan Store

Oakley's new flagship store in Manhattan features a multimedia installation, developed by Moment Factory, that invites passersby passing by Fifth Avenue to enter the premises. From a row of 27 screens, in a line of three and placed on the roof of the premises, contents are displayed.

The past 1 of may, The sporting goods brand Oakley inaugurated its new flagship store located on Fifth Avenue in Manhattan (New York) with a design that continues the line of the center opened last February in Los Angeles.

In both projects the participation of Moment Factory who has been in charge of creating a multimedia installation that follows the Disruptive by Design concept. The design had to fit with the existing architecture, at the same time it will express a strong connection of the brand with technological innovation.

The visual infrastructure is inspired by the architecture of the exterior showcase with metal components and displays that simulate large folds.. Besides, I had to express movement, create a coherent visual impact, that was shocking from a great distance, and not break into the space dedicated to displaying products for sale and merchandising.

To respond to these challenges, Moment Factory performed the ceiling installation using 27 LCD screens arranged in rows of three that are incorporated into fragmented forms suspended along the entire length of the upper part of the store.

The content of this visual installation is divided into four segments that run in alternating patterns and with a time rhythm that adapts to the schedules of the store and the commercial activity of Fifth Avenue.. The objective is for the visual spectacle to attract passersby passing by on the street and to, once inside, enter the immersive experience from a closer perspective.

Brand messages, promotions, latest news and images of different athletes merge in a visual language developed entirely by Moment Factory.

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