Oakley Opens “Bunker-Style” Store in Denver

Sunglasses/accessories and sports apparel retailer Oakley (Foothill Ranch, Calif.) has opened a new store in Denver that offers a “first-of-its-kind, immersive shopping experience” for both athletes and artists, report a variety of news sources, including the Retail Insight Network.

Oakley, a unit of EssilorLuxottica, also says the space in the city’s River North Arts District (RiNo) is a tribute to Oakley’s 50 years in the business, combining a “high-tech bunker-style” environment with digital and analogue displays for storytelling, athlete tributes and the brand’s Future Genesis platform.

“Through innovation-led expansion, we’re reimagining the retail experience and how we show up for consumers,” said Oakley SVP and General Manager Luigi Ocone. “It’s about moving beyond product to create meaningful experiences that leave our visitors feeling inspired, connected and part of something bigger.”

The store, RIN reports, is subdivided into a variety of spaces, including a customization zone, prizm wall, museum wall, catalyst wall and a rooftop lounge for community events.