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Oakley - VR Snow Experience

OAKLEY VR Snow Experience

design@pigiamakasama.xyz

BRAND

Oakley

RELEASE

December 2023

DELIVERABLES

VR App Development, 3D Design, CGI Video Production, UX/UI Design, Sound Design

CLIENT

Walmart

Demonstrating Oakley technology through immersive retail

Leading performance eyewear brand Oakley wanted to elevate its in-store communication strategy by creating a powerful virtual reality experience that could showcase the capabilities of its Prizm™ lens technology in a tangible, engaging way.

The goal was to help users understand, firsthand, how Prizm™ lenses enhance visibility in snowy and variable weather conditions, compared to standard lenses. To achieve this, Oakley partnered with PIGIAMA KASAMA to design and develop a VR experience tailored for deployment in physical retail spaces.

Unlike passive product videos or printed guides, this solution immerses users in a dynamic 3D snowscape that simulates real-life skiing scenarios where visibility, terrain, and lighting conditions can make a critical difference.

Oakley - VR Snow Experience by Pigiama Kasama

The vision behind the project

At the heart of the project lies Prizm™ technology, engineered to calibrate specific wavelengths of light and amplify visual detail in key environments. While traditional lenses darken everything uniformly, Prizm™ optimizes the light spectrum to boost contrast and color perception, revealing textures, obstacles, and surface changes that the naked eye would typically miss.

The Oakley VR Snow Experience was conceived as a hands-on, sensory demonstration of this breakthrough. By simulating real slopes, weather conditions, and visual challenges, the application allows users to appreciate the lens performance in the context where it matters most: on the mountain, at speed, under pressure.

Designed for maximum accessibility with hand tracking

Because the experience was built specifically for retail environments, accessibility was a priority. Many users encountering the application would be new to VR or unfamiliar with using controllers. To lower the barrier to entry and make the simulation feel as natural and intuitive as possible, the entire application was designed around hand tracking.

Gestures are used to navigate, interact with the environment, and simulate the action of putting on and removing ski goggles. This controller-free approach ensures that anyone can access the experience effortlessly. The result is an experience that’s not only more inclusive but also more in line with how we naturally engage with the world.

An immersive journey through light, snow, and speed

The VR journey unfolds in two main phases. In the first, users are placed atop a snowy mountain with a panoramic view of the 3D environment. They can move their hands to activate hotspots, test different weather conditions, and observe how the lenses respond to various light and contrast settings. This phase introduces the product in an interactive and educational context, akin to a tutorial.

The second phase brings the adrenaline: a fast-paced 360° CGI ski descent, complete with bumps, ice, shadow zones, and sudden drops. The environment reacts dynamically, simulating the unpredictable elements of a real descent and highlighting how Prizm™ lenses improve contrast, depth perception, and overall safety. Designed to mimic real-world risk scenarios, this descent shows how Oakley’s technology enables users to detect subtle threats like hidden dips or low-contrast terrain.

The Oakley VR Snow Experience ultimately stands as a unique blend of retail tech, product storytelling, and interactive design, transforming the point-of-sale into a place of discovery and emotional engagement. By removing friction from the demo process and making advanced lens benefits immediately perceivable, Oakley reaffirms its identity as a performance-driven, innovation-first brand in a retail landscape where immersive tech is a vital tool for education, persuasion, and connection.