THE BRIEF
From concept and design to production and installation, we were asked to create and deliver an end-to-end window display campaign to promote the enhanced features of the new Prizm lens technology in the latest range of Oakley sunglasses. The full campaign was executed across thirteen Oakley stores in Australia and New Zealand.
CONCEPT 1
This window concept is all about engaging the shopper through effective visual layering.
The prizm plinths are engineered specifically to the design of the concept, drawing on the prizm lens technology.
The prizm plinths are engineered specifically to the design of the concept, drawing on the prizm lens technology.
CONCEPT 2
A minimalist yet impactful window that allows the product to shine. The ropes and prizm shaped plinths would provide a very ‘art installation’ look and feel.
An edgy result to help sell this unique product.
An edgy result to help sell this unique product.
CONCEPT 3
Simplicity. Sometimes all that is required is one strong product call out and a clever way of framing it in the window.
DESIGN PROCESS
The design of this campaign came together in three phases:
Concept
To highlight the advanced features of the Prizm lens technology, we focused the design concept around displaying an enhanced image through the lens of a giant pair of sunglasses giving consumers a first hand view of “what they have been missing” without their own pair. To achieve this, we decided to design a window with visual layering that when produced on a larger scale, would give the sense that seeing the world through these lenses is much clearer and more enhanced than without them.
Industrial Design
In order to deliver on the concept, our industrial design team had to find a way to recreate the sunglasses in a way that would be effective at showing this in a shop window. Careful consideration was given to the size, shape, weight and look of the sunglasses so that they would represent a real pair as closely as possible.
Finished Artwork
Once the concept and industrial design had been approved, our graphic design team designed the print ready artwork for every element so that the campaign would be produced to the exact detail of the approved concept.
PRODUCTION
To create the desired visual impact, we produced four main elements for each window:
Sunglasses
Our industrial design team created the shape for the frames which was then used to laser cut three different layers of acrylic to achieve the effect you see in the glasses.
Our experienced print production team then went to work to reproduce the look of the Prizm lens on a large scale. The front layer was printed on white vinyl and then adhered to the front of the clear acrylic which was cut out to make the frame.
The middle layer formed the clear acrylic lens which had its edges printed with a pink/purple gradient. Finally, the back layer consisted of the same image on the banner printed and stuck to the back of the acrylic layer on the left, and on the right, a dichroic magenta film was used to create the same colour and reflection as the Prizm lens.
Banner
A two-part back drop hanging banner was used to display a darkened landscape image which created the necessary contrast to show how the Prizm technology enhances what you see. This banner was installed to hang directly centred behind the frame to achieve this layered storytelling.
Plinths
To increase the likelihood of shoppers appreciating the technology of the glasses and coming into the store, custom plinths were designed to have the sunglasses sit on an angle display so that the inside and outside of the lens was visible. The plinths were also engineered to match the design of the Prizm technology concept and were printed and wrapped to be on brand, display the Oakley logo and fit with the overall window concept.
Decals
We printed and installed laser cut window decals on the inside of the window to display the key campaign messages as a final layer.
WINDOW INSTALLATION
An essential part of bringing any successful campaign together is the delivery.
Due to the complex layered nature of this project, our design, account management and installation team worked closely together to achieve the perfect execution for the client. Key to this was the careful planning of where each element needed to hang or be placed in each store so that the concept of showing consumers an enhanced view of what you see through the sunglasses could be achieved.
Due to the complex layered nature of this project, our design, account management and installation team worked closely together to achieve the perfect execution for the client. Key to this was the careful planning of where each element needed to hang or be placed in each store so that the concept of showing consumers an enhanced view of what you see through the sunglasses could be achieved.
