Oakley Opens Fifth Avenue Flagship

Oakley (Foothill Ranch, Calif.) is getting back to its industrial design roots with its new Fifth Avenue flagship store, which opened in Manhattan on Thursday.

Women's Wear Daily noted the store's unorthodox design features, including nine rows of 10-foot-wide screens, extending 500 feet into the store. The screens, which create the illusion of seeing one big screen, feature videos and animations of mountains, ocean tides, performance products and athletes in action. The space is enveloped by tectonic hot-rolled steel plates adorning the interior and exterior walls, though the original brickwork inside is maintained.

The store also features a custom “eyewear bar” and is the first to sell Oakley Icon men's wear, according to WWD.

The flagship is the third Oakley store in Manhattan.