Rolling transitions merge footage of Oakley’s performance athletes with a visual language developed entirely by Moment Factory.”
Montreal, QC, USA — Moment Factory has created a centerpiece multimedia installation for Oakley’s new flagship store on 5th Avenue in Manhattan, which opened officially on May 1, 2014. The project follows Moment Factory’s successful participation in the launch of Oakley’s “Disruptive by Design” campaign in Los Angeles in February 2014. Through this new global marketing initiative, Oakley aims to celebrate its legacy and culture of disruption, and set out their blueprint for future innovation. In response to this new brand direction, Moment Factory created a living, breathing installation that embodies the renegade spirit of Oakley’s design ethos.
Moment Factory’s concept had to successfully fit within the existing architectural design, while also expressing the brand’s strong connection to technological innovation. The installation’s physical design took inspiration from the exterior storefront architecture – featuring large pleated metal components. The store’s long and narrow footprint also created opportunities to explore movement and create a coherent visual impact over a long distance. 27 LCD screens arranged in rows of 3 are incorporated in fragmented forms suspended across the length of the ceiling. The shifting angles and surfaces result in anamorphic tricks – playing with perception of the installation in space and the decomposition of the video surface. Retail operations were also a key consideration in the design process: with a ceiling mounted installation, all valuable wall and floor space is available for sales and merchandising.
Moment Factory’s expertise in pacing permanent installations was key in terms of developing an evolving visual landscape. Content is divided into four capsules, running in alternating patterns and rhythms according to store hours and activity on 5th Avenue. Within the media-saturated context of Manhattan, the capsules are designed to draw in customers from the street, revealing complex layers as they experience the installation from a closer perspective.
This expansive structure shows Moment Factory’s commitment to creating immersive environments and digital platforms that engage customers. With an international team of 16 people, in collaboration with respected Brooklyn-based digital fabrication studio SITU Fabrication, and Fulkra – technology integrators from Los Angeles, Moment Factory once again demonstrates its creative leadership and expertise in creating leading edge multimedia installations.
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