Oakley opens its new experiential store in the heart of Milan
Oakley, in partnership with Percassi, opens its second store in Italy in Piazza San Babila, a global retail landmark, ahead of the upcoming Winter Games in Italy.
On Thursday, May 8, Oakley and Percassi officially inaugurated the new Oakley store in the heart of Milan, at Piazza San Babila 2/8 — a global capital of fashion and emerging subcultures — ahead of the upcoming winter sports season.
The new store offers innovation and immersive experiences, establishing itself as a hub for the global sports community and a catalyst for cultural progress.
Through an immersive journey into the brand’s past, present, and future, customers can explore a high-tech bunker-like environment, inspired by the aesthetics of Oakley’s “Future Genesis” films.
This vision of a “prototopic” future begins at a brutalist-style portal that leads visitors into an experiential space connecting them with nature and its revitalization. Glass showcases containing plants are integrated with an oxygen-generating system. Hidden throughout the space are secret brand easter eggs for Oakley enthusiasts to discover.
Spanning two floors and covering 340 square meters with 12 display windows, the store delivers a variety of interactive experiences that allow visitors to dive into the Oakley universe and its groundbreaking innovations, drawing inspiration from the brand’s iconic headquarters in Foothill Ranch, California.
Highlights include a Performance Chamber, where cycling enthusiasts can test Oakley’s cutting-edge eyewear and helmets on a bike simulator; an Interactive Museum, showcasing the brand’s most disruptive innovations inside glass cases; a Prizm Interactive Wall, where visitors can experience the benefits of Oakley’s lens technology; and even a robotic dog, inspired by the founder’s original dog, Oakley.
“The opening of this new store — a modern, futuristic space that tells the Oakley story from every angle — is part of a vision that goes beyond just the brand and sport,” commented Filippo Resini, President Sun Retail EMEA, GC, SEAK, NA at EssilorLuxottica. “It reflects what Oakley has represented for the past fifty years: a positive, inclusive path focused on the future, where people feel welcome and empowered to be themselves through sport, shared values, and the brand’s legacy.”
“The synergy between EssilorLuxottica’s expertise and Percassi’s retail know-how has resulted in a unique, highly experiential store,” added Matteo Morandi, CEO of Percassi Retail. “It’s been designed not only to offer high-quality products, but also to provide an immersive, educational journey into the world of the brand.”
The store features Oakley’s full product range across all brand sectors — from snow to cycling, golf to surfing, and lifestyle — including eyewear, apparel, accessories, and footwear.
