Well Oaley has very quitely started rolling out their new display cases that will start their new branding theme.

There's a picture of the new cases and some info here:

http://sunglass-superstore.com/blog/?p=22

Bleah....no wonder they are doing it quietly....

I kinda like it but don't at the same time. Not as intriguing as the old displays but it has its charm.

Looks like those are open shelf-ed displays?
Correct?

Like much of Oakley's product, I will admit that it does look pretty cool "in person", much better than pictures can show. Mainly because its a very "clear" showcase. Hard to show its personality when its clear in a picture!

Its completely lockable and closed, just has clear lexan (?) sides, front and back.

Not impressed.

I can agree that they do look kinda nice, but I much prefer the stronger industrial look of old.


~Yukio

I like them. I like the feet especially. Plus, look at it this way, O Stores will be able to open up another full time position for Case Cleaner!

Don't like 'em at all. The only ''good'' side of this is the greater reach of light throughout all shelves. Other than that...I hope I won't have these in my store anytime soon !

That's very disappointing. They look so normal.

I agree with most of you, It's nice but the classic look gives it more of an emphasis of what Oakley is about.

Thanks for sharing the photo and welcome to the site!


IMO, It looks nice and neat but not industrial enough due to lack of metal. The storage box below could have been more industrial looking (I couldn't tell from the picture if it's made of aluminum or something else.) The "skeletal" look of the tube/pipe like frame is appealing enough but as I have mentioned before, with the leg sticking out like that....it's a big safety concern. I am sure this thing will grow on most of us in the near future as we see it person soon. Question is how does one transport it without breaking or scratching the lexan? It maybe a pain to disassemble and put back together.

looks like the SF's store front is showcasing that new theme:

There is actually a new, "heavy duty" all metal case being trialled in SF and London o-stores, it's totally open leaving you free to pick the glasses up as you please. The glasses are then security tagged to prevent theft.

I had thought they were moving towards the open display format - thanks for the confirmation Adam.

Those new displays look awesome! I don't see why you guys dislike them... It's still industrial looking, but less blunt. It's just a little bit more refined. I think it just followes a trend of becoming more of a big-audience brand. Attract more people with different likings.

I think that's the biggest problem. Is that Oakley wasn't "Everyone's Brand." It was for the die-hards. The unique and different. A pair for people who really loved their eyewear.

To me, these new cases are more like a further step toward that Lifestyle merchandising which Oakley themselves pretty much said was a mistake.


~Yukio

I'll need to see one in person from all sides to make a judgement. I do however like the Oakley sign at the top, and the fact that the metal case at the bottom seems to float due to the legs.

My feeling is that I would prefer a triple wide over this style.

I am unsure about so much plexiglas...but, as always, "where can I snag one?!!!".

I would trade mine in any day...

It's okay I guess, but if I had to choose I'd pick the older more 'hardcore' display case.

I'm going to reserve judgement until I see it in person but its not lookin too good.

I like it.

The base is really cool, but I don't like the "classic look." Classic is not about Oakley. I was expecting more of an industry leading display. I feel if you were to walk into a sunglass store "with an open mind," that case would not be the first I would look at.

The bottom is made of "grey" painted steel and is not very functional, but look pretty cool floating at the bottom.

These do look hot in person and will definitely be eye catching. Put a new one next to an old one and the old ones look pretty dated!

There are new open cases in the works, but they are for clothing and accessories.

There will never be an "open" display case for sunglasses. That would defeat the entire reason for having a case. While other security methods could prevent the sunglasses from leaving the store, it would make the presentation of the sunglasses impossible to control. "Man handled" and dirty sunglasses are impossible to sell! Not only that, but the actual positioning and general appearance of the cases would be impossible to control (and that’s why every Oakley Rep repositions and organizes each case when they are in stores. Its just not feasible and no retailer would ever sign up for that type of brain damage!

I remember the O-Store in Irvine had an open concept wall as well as several cabinets. I preferred the wall since I could try everything on without the salesperson there. (no offence intended to sales staff - I just prefer to sample in silence)