Oakley has launched its second store in Italy in collaboration with Percassi, opening just ahead of the upcoming Winter Games in Milan — a global hub for fashion and subcultures. Located at Piazza San Babila 2/8, the new Oakley store offers innovative and immersive experiences, aiming to become a cultural catalyst and a gathering point for the global sports community. The store provides an experiential journey through Oakley’s past, present, and future, inspired by the brand’s “Future Genesis” film aesthetic. Featuring a high-tech sanctuary atmosphere, the design presents a visionary future through a brutalist-style portal that invites visitors to connect with nature and its renewal. The space incorporates glass display cases filled with plants integrated into an oxygen-producing system, enhancing the immersive environment. Throughout the 340-square-meter, two-story store with twelve window displays, Oakley enthusiasts can discover hidden brand surprises and engage with numerous interactive experiences showcasing the brand’s groundbreaking innovations.

July 2025