Disruptive by Design

To celebrate the 30th anniversary of sports performance, Oakley launches its first integrated brand culture campaign in LA – and at Design Indabar in CT.
Design Indabar 2014.
Design Indabar 2014.

As Oakley global celebrates the 30th anniversary of sports performance and the launch of its new brand campaign in LA this week, Oakley South Africa has chosen to mark the company’s heritage in design and future technological innovation at Design Indabar, the lounge and restro-bar exclusive to delegates at Design Indaba Conference 2014.

Oakley and Design Indaba have collaborated to bring guests a dynamic space that captures the “spirit of mad science and rebellion”.

The brand, with more than 800 patents, trademarks and inventions, is celebrated with an industrial sculpture collection and Heritage eyewear display by artist Daniel Brunner.

As part of Oakley’s global brand campaign, Disruptive by Design, delegates will discover the exciting ways in which the brand draws its inspiration for the innovative products it produces. While sports eyewear, apparel and accessories is an important element of the company, the Oakley DNA is built with the ideals of Design, Disrupt, Inspire. Thus the collaboration with Design Indaba is perfectly timed to remind the creative and design industry of this.

“It’s wonderful that design-led global brands such as LA-based Oakley – brands that have design as their DNA – are finding purchase with Design Indaba. That they’re utilising the platform of Design Indaba to communicate with our creative community – a community of some 50 000 that come to our weeklong festival,” said Ravi Naidoo, founder and managing director of Design Indaba and its founding company, Interactive Africa.

Design Indabar will be set up in a "disruptive" style using scaffolding and a pop-up bar along with a selection of food trucks and live music. The Oakley exhibit will also comprise a secret short film, further depicting the company’s legacy of innovation, and the Oakley Heritage Collection.

The 30th anniversary of Oakley performance eyewear is celebrated with very limited re-releases of 80s iconic eyewear such as Eyeshades, Razor Blades and Frogskins. The Indarbar Cinema will also feature a sneak peak into the future of eyewear and its incorporation of Heads Up Display (HUD) technologies.

“We are so excited to be at Design Indaba Cape Town – to tell the untold stories behind our products, share our view on the world. We’re hoping to inspire the next generation of creative visionaries in South Africa who also look to solve problems and wrap those solutions in art,“ said Oakley business manager, Taryn Ryan.

“The spirit that we call Disruptive by Design has been the foundation of the brand for decades, but Design Indaba is the first local platform chosen for us to tell this story,” she added.

Join the delegate clubhouse, Design Indabar, for an alfresco lunch setting or post-conference drink, live entertainment and the best of Cape Town's food trucks. Performers include Anthea Scholtz, Blush n Bass, Krige and Honey B, among others. Get some fresh air, sunshine and experience some local flavour while receiving the full Design Indaba experience.