Oakley has launched a bold new retail concept in Denver’s RiNo Arts District, combining brutalist design, immersive tech, and community-driven intent. This flagship encapsulates the brand’s 50-year legacy while projecting a clear vision for the future.
RiNo, known for its vibrant art scene and creative energy, aligns perfectly with Oakley’s identity. By embedding itself in this neighborhood, Oakley isn’t just opening a store — it’s establishing a cultural outpost for athletes, artists, and innovators. The district’s street art culture and collaborative spirit mirror the brand’s multifaceted DNA.
The flagship reflects Oakley’s brutalist DNA, inspired by its Foothill Ranch HQ, reimagined with Colorado’s raw natural elements. A large-scale mural by local artist Chelsea Lewinsky bridges California and Colorado, creating a space where concrete, light, and color celebrate both nature and urban identity.
The space is built around interactive zones: the “Customization Zone” allows visitors to personalize their eyewear, the “Prizm Wall” showcases Oakley’s lens tech, while the “Museum Wall” and “Catalyst Wall” highlight past icons and future-forward products. Integrated digital shopping through “Smart Shopper” bridges online and physical retail in real time.
Oakley RiNo functions as a cultural hub. A rooftop lounge hosts meetups, athlete Q&As, and creative events, all designed to foster connection. Every corner of the store is built for community, elevating the visitor journey into something participatory and purposeful.
The space carries one of the largest Oakley selections in the country, including signature lines like Latitude, Reserve, and Field Gear. Shoppers will also find exclusive drops and collaborative editions released throughout the year, reinforcing the store’s role as a flagship experience hub.
Oakley RiNo signals a shift in the retail optics landscape, where design, innovation, and local relevance define the consumer journey. It’s a masterclass in how legacy brands can remain culturally vital and forward-thinking.
Further reading :
Travis Scott marks his debut as Chief Visionary at Oakley with the highly anticipated return of the MUZM X-Metal Juliet, reissued in a limited edition exclusively in Tokyo. This strategic relaunch celebrates the brand’s technological legacy with exceptional X-Metal craftsmanship and a sculptural approach to optical design. Why is Juliet considered a cult frame in […]
For its AH25 collection, the Oakley Factory Team introduces two new frames—Plantaris and Straight Jacket 99—that merge futuristic silhouettes with high-performance materials. Drawing from nature and archival design, these glasses continue Oakley’s exploration of augmented vision through experimental aesthetics. How does the Plantaris frame redefine optical design? The Plantaris frame channels an organic visual language, […]
The Oakley Flow Scape ski goggle redefines what performance on the mountain looks like. Engineered for athletes who demand precision, clarity, and speed, it delivers a 60% wider field of view, setting a new benchmark in alpine vision. Behind this breakthrough lies Oakley’s Visual Performance Lab (VPL) — a research hub dedicated to understanding how […]
To celebrate Swarovski’s 130th anniversary, the Austrian house partners with Oakley for a limited edition of the Plazma X Silver model. Set with 867 crystals, this optical creation merges high-performance engineering with sculptural design as part of the Swarovski Creators Lab. How did the Oakley x Swarovski collaboration come about? This partnership was born within […]
Oakley Meta Vanguard represents a defining moment in connected sports. Developed in partnership with Meta, these Performance AI glasses usher in a new era where technology becomes an athlete’s ally. After five decades of innovation in performance and design, Oakley merges its sport-driven DNA with artificial intelligence to create eyewear that analyzes, enhances, and amplifies […]
Oakley unveils Latitude FW25, a new eyewear line where advanced engineering meets sculptural design. Inspired by extreme environments, the collection merges high-performance materials with 3D-modeled aesthetics. What does the Latitude FW25 collection represent in Oakley’s creative direction? Latitude FW25 marks a bold step in Oakley’s vision of eyewear as hybrid gear — fusing extreme sports, […]
The Justin Jefferson Oakley De Soto marks a milestone in both sports and style. For the first time, the Minnesota Vikings All-Pro wide receiver launches his own Signature Series with Oakley. More than just eyewear, this release captures Jefferson’s energy, identity, and influence on and off the field. With meticulous design details and cutting-edge lens […]
The new Oakley Kylian Mbappé collection is here, redefining what eyewear means for both performance and lifestyle. This exclusive line highlights two signature models, Lateralis and Enigma Mass, designed with the French superstar’s visionary spirit. Blending heritage with innovation, Oakley and Mbappé present sunglasses that go beyond accessories to become statements of style, identity, and […]
Receive exclusive updates on the latest in the world of eyewear, our favorite selections, and unique offers reserved just for our subscribers. Join the Parisée community and elevate your style today!
Photo : Lumiprod