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  • Oakley™ Western Canada showroom.
  • Oakley™ Western Canada showroom - 02
  • Oakley™ Western Canada showroom - 03
  • Oakley™ Western Canada showroom - 04

Oakley™ is a familiar face to 54blue and has been a long-standing partner for decades. 54blue was hired to design and build their new showroom in Western Canada. The build would give Oakley™ a world class quality secret showroom, the newest in North America. Built to the stringent standards of Oakley™ and designed to optimize the space for display purposes and brand DNA.


During the design and the fabrication process, 54blue's plan was executed using high end materials to give technical and modern tones. The result was a high quality and functional room. No stone was left unturned. 54Blue covered everything from construction permits, the design, to the aesthetic detailing. 


On move in day, when the white glove of OAKLEY™ finished inspection, it was smiles all around.

creative concepts
consumer experience
3D interior/spatial design

branded display materials
wall wraps
installation

construction
materials
custom woodwork
fixtures
paint
CNC


  • Strides Running Store Calgary Window front
  • Strides - Artist Concept
  • Strides - Artist Concept
  • Strides - Artist Concept
  • Strides Running Store Calgary Finished
  • Strides Running Store Calgary light construction
Strides, Calgary's best independent running store in the affluent Marda Loop district, approached 54blue to redesign and revamp their space for the new year. 54blue designed the small space to allow the consumer to interact with the product and staff in a hyper efficient, but relaxing way. With consumers looking for a premium experience, 54blue faced many challenges in the design phase.

- Allow for more inventory.
- More consumer seating for trying on the goods.
- find space for a treadmill for gate assessment.
- Develop a new change room configuration that will give more space and privacy to the female consumers.


As always, the de-compression zone (entrance/foyer) was the first issue. Cleaning up the clutter and suggesting a no-retail zone within the entrance will present the the shopper with an easy and clean space to pack away the keys, phones and sunglasses and shake off the outdoors so they can move into the space (decompress). The simply designed front counter is the first thing the consumer will see when entering. The soft corners of the counter guide the consumer into the space with a natural flow. Once within the retail space, two large clean retail walls display the apparel, while three large bunkers hold the season's shoe selection in center of the store. The large bunkers are the new decentralized seating for trying on footwear. Six easy to access spots allow for double the amount of clients to try on footwear, with all the tools of the footwear trade closely at hand, but hidden away. All clients will have efficient and premium service at all the stations. The three footwear bunkers are lit with custom light fixtures created using the store owners amazing running race bib collection from all over the globe.

Store Concept & Design
Window fronts
store signage

Store signage
window fronts

Millwork
Custom Light fixtures
CNC
Hand built woodworking


  • OAKLEY TRUCK 2015
  • OAKLEY TRUCK front 2015
  • Driver Side
  • Back of the Oakley 2015 truck
  • Oakley Truck at the top of the world
Without question, action sport brand Oakley keeps their image on point 24/7 and stays authentic with their brands discerning consumer. In 2015, it came time for Oakley to refresh their fleet of Ford F350 trucks and event trailers in Canada. Oakley Canada decided on a Baja platform for the look.

To match the stance of the truck, the art design needed to be subtle while incorporating complex textures. To achieve this, the 54blue team designed the print using only white and black. 54blue printed white ink for the hand drawn original eyewear sketches and striped gradients. Enriched black gloss block and stripe effects contrast against the white printed elements to make it all pop. This was printed on carefully selected 3M ultra matte black media. White logo di-cuts were added to finish off the unique textured look.

Brand experience
creative concepts
brand development
creative design

vinyl
white ink

Project: Strides South

Client: Strides


  • Strides South Custom Millwork
  • Design view 2
  • Design view 3
  • Design view 1
  • Strides South Front Counter
  • Strides South Water and Locking unit
  • Strides South Seating
When we received the call to make a new plan for the Strides south location, we jumped at the opportunity and embraced the hurried timeline put before us. Perched next to the most affluent community in the south of Calgary, the new Strides in Marda Loop location is twice the size of the original.

Feeding off the other location, we stuck with our custom designed, decentralized footwear islands with built in seating. Apparel from the premium brands merchandizes perfectly on the custom 54blue wall system. With lots of room to spare we fit in the treadmill for gate analysis and of course, the out-of-sight change rooms. We are huge fans of the team at Strides and are always ready to hop to work for them any time.

wall/counter wraps
branded display materials
point-of-purchase materials
vinyl installation
custom signage

creative concepts
brand development
creative design
3d design
consumer experience

construction
materials
mill work
custom wood work
fixtures
CNC


  • RedBull Rocks and Logs Wallride
  • Cycleworks jump branding
  • Rocks and Logs course branding
  • Redbull Rocks and Logs Course branding
  • Wallride with City of Calgary Backdrop
  • Pro Line and Sponsor branding
  • Athlete race number decals
For the 3rd year in a row Redbull’s Rocks and Logs went down in Calgary, AB. 54blue was tasked with branding the event from head to toe, everything from bike number plates to the 12 foot x 12 foot wall ride graphic.

54blue worked within the event and Redbull’s guidelines to produce brand correct collateral for all affiliated sponsors through on course signage. Like any major sporting event, signage was also needed for parking, spectator traffic flow and athlete signup and staging areas. Each athlete also needed 3 branded decals with their participant number for their bike. The piece de resistance really was the 12’ x 12’ wall ride, direct printed in 4 pieces on weather resistant 3/4” boards and then coated with a grit finish for wheel traction, this graphic really stood out in front of Calgary’s downtown Skyline.

On course Coroplast branding
On Course Vinyl Banner branding
Bike number decals / branding
Wall Ride branding
Wrist bands

On course branding design

CNC Wallride and apply grit coating