Case Study
In Residence

Client: OAKLEY
Project: IN RESIDENCE

A multi-platform, global campaign
celebrating culture, creativity and
community in sport.

The In Residence series debuted
with The Studio, dedicated to
skateboarding in Los Angeles
and The Workshop, celebrating
cycling in London.

LOCATIONS

Two cities were chosen as a starting point for the programme:

Los Angeles in the USA, the home of skateboarding, for The Studio, on Melrose Avenue, a skating focal point that would open its doors for an intensive two-weeks.

In Europe focus was London’s growing urban cycling community, launching a space in Exmouth Market – in the centre of the design district, and on a main commuter artery into central London. Titled The Workshop – it would be open for the whole of the summer cycling season.

DESIGN

The Studio Los Angeles was a gallery style space reflecting skate’s heritage in art. Features included an exhibition area, juice bar hangout, displays of rare collectibles and a unique skate park built in the adjacent parking lot, flanked by a statement 80ft art mural.

The Workshop London was part commuter cafe, part bike workshop. Features included an on-site mechanic, a screening area, coffee shop and a basement space for local cycling clubs and couriers to utilise.

DESIGN

The Workshop London was part
commuter cafe, part bike
workshop. Features included an
on-site mechanic, a screening
area, coffee shop and a
basement space for local cycling
clubs and couriers to utilise.

The Studio Los Angeles was a gallery style space reflecting skate’s heritage in art. Features included an exhibition area, juice bar hangout, displays of rare collectibles and a unique skate park built in the adjacent parking lot, flanked by a statement 80ft art mural.

PROGRAMME


Programme highlights included:
GIRL skateboards film retrospective and premiere screening of Federico Vitteria's latest film
Skate trick contests with Lui Elliott
Bike clinics and DIY masterclasses with Seabass Cycles
Photography lessons with Atiba Jefferson
Zine and art-making workshops with The Art Dump
Bi-weekly cycle film club with The Bicycle Film Festival
Exclusive gallery exhibitions and opening parties with Spoke London, Mash SF and Amber DiAnda
Weekly ride outs with East London Fixed
Barista masterclasses from Prufrock Coffee
Collaboration with youth sport charities Bridge To Skate and Lee Valley Cycling Club.
PHOTOGRAPHY LESSONS WITH ATIBA JEFFERSON

Each space hosted an on-going programme of art and design workshops, exclusive film screenings, rideouts and skates with local partners and charities.

bike clinics and diy master classes with London Bike Kitchen

ATHLETE ENGAGEMENT

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At the heart of each space was the potential of a surprise appearance from Oakley athletes and ambassadors. Appearances included Mark Cavendish, Eric Koston, Sean Malto, Atiba Jefferson, Liam Philips and Leticia Bufoni.

ARTO SAARI

AMPLIFICATION

The global campaign was supported by a media partnership with Hypebeast, who would cover the entire In Residence series, raising awareness across the global
creative community.

Content shared via #inresidence along with film content and features were consolidated
into a collective global conversation online at oakleyinresidence.com

Oakley’s global Twitter, Instagram, Youtube and Facebook took the lead on promoting the daily event programs - sharing live updates from the spaces.

Supporting influencers and ambassadors from Tony Hawk to Arto Saari, Chas Christenson to Bradley Wiggins re-shared this content amassing hundreds of thousands of engagements across the globe.

The In Residence program partners – from the art collectives hosting zine workshops to the cycling clubs leading the weekly ride outs – shared snapshots of themselves in action via their own established social channels.

LEGACY

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Oakley In Residence is only just getting started. Two successful Residencies in London and LA have created a model for engaging with an active audience obsessed with the culture of their sport and is set to roll out in new forms and new iterations across other global cities.