Oakley Sail Portfolio by James Parker

OAKLEY By James Parker

Design the next generation of performance eye wear that can be showcased at the 2012 London Olympic Games.

Contents Page 4 - 29 research Page 30 - 51 sailing research Page 52 - 81 Idea and Form Generation Page 84 - 95 Concepts Page 96 - 133 Development Page 134 - 147 Final design

RESEARCH BRAND DECODING COMPETITION SUNGLASS MARKET DISSEMBLES

RESEARCH PART 1 - OAKLEY

What is Oakley? Oakley is a premium sports equipment brand, that makes - sunglasses, sports visors, ski goggles, watches, clothing, bags, backpacks, shoes and prescription glasses. Oakley holds over 575 patents for its products, materials and processes. Started in 1975 by Jim Jannard with the sole intention of making products that work better and look better than anything else on the market. The first product designed was a motorcycle hand grip which followed the shape of the riders hand and was made out of a new material that increased grip even with sweat. This material was then used in eye wear. This then turned into the Oakley brand we have today.. Jim Jannard - “If you’re going to do something, be brave and jump in, but do something meaningful.”

What is Oakley’s USP? Oakley’s unique selling point is that it has a perceived high performance, which is backed up by a following of high class athlete and a key emphasis on technical innovation.

James Parker - D&AD Oakley

RESEARCH PART 2- 2- CBBE

Moderate Resonance

Has a quite high level of loyal customers as thier is no other brand that strives for innovation in this market, or has any kind of similar asthetic. Many customers young extreme sport enthusiasts.

Established high performance sport Brand

Known for its high quality performance eyewear, quality, innovation and asthetic. However - many consumers only use thier products for sport and not for lifestyle.

Resonance

Judgements

Moderate feelings towards Brand

Feelings

Traits of a High Performace sport brand

Known for its high quality of material, innovations, durability, reliability and lenses. High Price

Fun, extreme sport, performance, quality, security, organic, skelital. When worn for sport evokes, performance, talent. When worn outside a sport situation evokes, tacky, cheap, not fashionable.

Sport Performance Image

Performance

Imagery

Oftern worn by people at the top of their sport and can evoke the idea that this person must be serious about their sport by wearing Oakleys. Heritage of innovation. Can evoke when not worn for sport a more cheap and tacky idea as the asthetic is drawn for

Salience

Moderate Awareness

Good awareness as a Sports Brand known best for its Eyewear

James Parker - D&AD Oakley

RESEARCH

PART 3 - OAKLEY RANGE

Milled carbon frame - Arm very skeletal.

Different vent sizes.

These three images show how Oakley plays with surface finish and materiality.

Details within the bend of a frame can really affect the final form of the sunglasses.

Shows the care that Oakley take in creating a cohesive environment with in their retail shop.

James Parker - D&AD Oakley

RESEARCH

PART 4 - OAKLEY RANGE

This image shows a carbon affect finish.

The interior detail on this pair of sunglasses is as refined as the outside form.

This image shows the custom is ability within the Oakley range.

Organic/Skeletal form to the frame.

The curve of the frame to flex and fit the head properly.

More recently Oakley has broken into the fashion side of eye wear but also keeping with high performance eye wear.

James Parker - D&AD Oakley

RESEARCH

PART 5 - BRAND DECODING MATT FLAMBOYANT COLOURS

IMITATION MATERIAL

COLOUR, SUFACE, TEXTURE, FINISH CAMOUFLAGE

FLEXIBLE

DETIALED

CARBON FIBRE

TRANSPARENT PLASTIC

GLITTER

LIGHT

MATERIALS AND COMBINATIONS

HIGH PERFORANCE

SEMI TRANSPARENT POLARISED LENS PHOTO CHROMIC LENS

MASS PRODUCED INJECTION MOULDING

DIE CAST

TECHNICAL INNOVATION

OAKLEY

UV PROTECTION

TECHNOLOGY AND MANUFACTUREING UTILITARIAN

ADOPTABLE

CLIPPING MECHANISM

SPORT CUSTOMISABLE

EXTREME

USER EXPERIENCE

FUNCTIONAL OVERSIZED DISTINCTIVE LOOKS CHEAP

FOR CHANGING LENSES

DETAILED ORGANIC

TACKY SKELETAL

SHAPE, FORM AND ASTHETICS

ROBUST

ALIEN LIKE

ERGONOMIC

FUTURISTIC

James Parker - D&AD Oakley

AGGRESSIVE

ADAPTABLE

SECURE

COMFORTABLE HIGH PERCEIVED VALUE

RESEARCH

PART 6 - BRAND DECODING

Brand Code

Organic Styling High Performance Adaptable Dynamic Technical Innovation

Oakley is a high performance sports wear brand. It has Organic Styling which clearly differentiates it from all other sports brands. User experience is Adaptable allowing consumers to be able to use the same product in many different situations whilst still performing very well, Also allows an amount of flexibility in the way that the object performs specific for different conditions e.g. Changeable lenses and different sizes for different faces. Colour, Surface, texture and finish are highly detailed and Dynamic allowing users to have glasses in almost every colour and finishes from matt to gloss and graphics. Technical innovation is a large part of what sets Oakley apart from its competition and trying to come up with the next “First”, in terms of shape, form, fit, lenses, user experience....

Emotional Description

Applying Code

Architect - Zaha Hadid Car - BMW Z4

Olympic sailing sunglasses Glasses have to be a product “First” innovation has to be at the for front of the design. Manufacturing - die cast, injection moulded.... Could be anything as these could be a one off product not the usual Oakley mass produced object. Shape form - organic, distinctive, aggressive, robust, verging on tacky. Has to be secure. In terms of material choice it has to be high performance and dynamic.

James Parker - D&AD Oakley

RESEARCH

PART 7 - STORE RESEARCH 3

Store front branded completely with Oakley styling.

Simply displayed glasses back lit so that the glasses stand out.

Sunglass stands and plinths specific to Oakley.

Huge dominating art sculpture in the store, over 3 meters high and 3 meter wide.

Heritage on show throughout store - previous items

James Parker - D&AD Oakley

Oakley Brand - Store

Store and brand is encapsulated into absolutely everything making it very cohesive. From art work to, display stands, to coat hangers....... - The Sunglass design must fit into this eco system.

RESEARCH

PART 8 - INNOVATION STORE 1

Taking the human skull and reverse engineering sunglasses over The top.

Another line in Oakley trying a mad idea - Medusa

First sunglasses to have easy clip out lenses.

First sunglasses to incorporate MP3 PLayer.

First customisable Lens Glasses

Simpler way to change lenses.

James Parker - D&AD Oakley

Innovation Oakley

Innovation is a large part of how Oakley brings new products to market, 600 patents world wide, Must be a product FIRST, or perceived product first.

RESEARCH

PART - 9 - INNOVATION

SPORT SUNGLASSES

Oakley heritage steams from being at the fore front of innovation and high performance. This has meant that the collection of sport glasses are at the fore front and used by many top class athletes who see Oakley at the top of sports performance sunglasses.

ACTIVE SUNGLASSES

Mix between style and functionality, Allows them to be worn all the time but still able to be used for sport and for fashion. The frames have quite a defining form of organic skeletal forms as well as quite chunky and aggressive lines.

LIFESTYLE SUNGLASSES

Taking what Oakley have learnt from sport sunglasses into fashion based styles. All the benefits of material, technology, lenses and fit into a fashion frame.

James Parker - D&AD Oakley

RESEARCH

PART 10 - CATEGORIES

ASIAN FIT

Standard sunglasses do not all ways fit well for all types of face structure. Oakley Asian Fit sunglasses allow people to get the correct fit that is essential for comfort, protection, and even optical performance.

SPECIAL EDITIONS

Mixing Oakley designs with cutting edge work from artists to create new and interesting glasses.

LIMITED EDITIONS

Going against the mass production of the usual Oakleys to a limited production run and taking the ideas of Oakley to merge of art and science. The result is a set of original sunglasses that are different to all others.

Categories

Glasses, broken into different categories, slight styling differences between and performance. Research further into glasses for sport to under stand current range and where, the glasses will fit with in it. James Parker - D&AD Oakley

RESEARCH

PART 11 - DECODE SPORTS GLASSES

James Parker - D&AD Oakley

RESEARCH PART 12 - DECODE SPORTS GLASSES User Experience is high among most of these sports glasses this links to the brand code - High Performance, meaning to create a good high performance product the user experience is very important, and the way the user feels and understands the product is very important. Aggressive seems to vary quite dramatically among all of the glasses this shows that Oakley think that some of their customers desire aggressive glasses that may make their opponents uncomfortable or make the person wearing them alter their feelings towards the glasses.This drastic differentiation between glasses shows a differentiation between what users desire. Performance is as expected high over all of the range and links directly to High Performance. Wild links with aggressive in terms that the more aggressive the glasses the likely hood of that being aggressive is correlated. Organic Styling is in the brand code but these sport glasses seem to slightly vary in their degree to organic styling. Customisability is high among all of the glasses this links to a key feature of the brand code - Adaptability. This means that these glasses are able to be customised by the user making them adaptable.

User Experiance

Wild

Aggressive

Organic Styling

Performance

Customisability 17

RESEARCH

PART 13 - COMPETITION

Adidas is the worlds largest sport wear manufacturer producing a wide variety of goods including bags, shirts, watches, eye wear, and other sports- and clothing-related goods. Founded in 1948 gives it a strong heritage coming from many iconic sporting related products.

Founded by Nick Gill in 1975, Gill has become a well established British company designing and producing sailing clothes and equipment. The Brand was founded on believing that they could create better equipment for sailing that allowed greater comfort and durability. Gill is at the fore front of technical innovation with in sailing with key importance on durability in terms of sailing.

BLOC eye wear was established in 1988, due to the growing demand for sports and fashion eye wear and over the proceeding years, with the notion of going against the idea that perfection can only be achieved with excessive price.

James Parker - D&AD Oakley

RESEARCH

PART 14 - COMPETITION Bolle began in France in 1888, Seraphim Bollé started the company by first manufacturing combs and hair ornaments from Boxwood and Horn indigenous to the region, but after WWII they started moulding in nylon. In the 1950’s they started creating the sunglasses and safety glasses we see today. Bolle try to achieve fit, fashion, and comfort, by using the latest technology to allow them to create innovations in their glasses.

Nike is the worlds largest sport wear manufacturer based in the US and produces a wide variety of sporting, equipment and clothing. Founded in 1964, Nike also owns many other sporting related brand’s that include Converse , Umbro and Hurley international. It can be seen all across the world and its “swoosh” and “Just do it” are highly recognised every where you go. Nike all ways trys to be at the for front of innovation in sports attire.

Competition

The philosophy of the competing brands with in the sport Sunglass market is all slightly different and the emphasis of high performance and aesthetic is slightly different. Oakley’s positions is slightly more aggressive and focused on performance, than other brands.

RESEARCH

PART 15 - COMPETITION

OAKLEY

INSTRUMENTAL

Oakleyâ&#x20AC;&#x2122;s brand value at the extreme of instrumental meaning its main emphasis is on performance compared to oher areas.

ADIDAS

SYMBOLIC

HEDONISTIC

BOLLE

SYMBOLIC

INSTRUMENTAL

HEDONISTIC

Addidas quite high for all three values instrumental slightly more than the others.,

James Parker - D&AD Oakley

SYMBOLIC

INSTRUMENTAL

Bolle has high simbolic value, here meaning that people covert owning their Bolle sunglasses and treasure this experiance

HEDONISTIC

RESEARCH

PART 16 - COMPETITION

NIKE

BLOC

SYMBOLIC

INSTRUMENTAL

Around the third point for all three values with instrumental slightly higher,

HEDONISTIC

GILL

SYMBOLIC

INSTRUMENTAL

HEDONISTIC

All values quite low with instrumental a little higher, not an item with much emotional value, and not best performance.

James Parker - D&AD Oakley

SYMBOLIC

INSTRUMENTAL

HEDONISTIC

No emotional value at all either hedonic or symbolc built purely for function and performance.

RESEARCH

PART 17 - COMPETITION BIPOLAR High material quality

Cheap

Technical

Expensive

Fashion

Poor material quality

Organic

Oakley on the extreme of expensive and thrid highest on material quality, High performance - comes with a price of innovation, quality material and good design. 22

Sport

James Parker - D&AD Oakley

Oakley third highest in terms of sporting credentials just bellow Addidas and Nike, Oakley sits right in the middle of organic and technical with large amount of both.

RESEARCH

PART 18 - COMPETITION BIPOLAR Technical

Aggressive

Leisure

Performance

Low emotional value

Gentle

High emotional value

Non Technical

Oakley sits at the extreme of performance and aggressive, compared with Bolle which has high performance but is gentle. James Parker - D&AD Oakley

Oakley sits at the extreme of Technical and high emotional value, this shows that their is a great importance to these glasses not just being an object but something that is converted by the user with more emotional value. 23

RESEARCH

PART 19 - CLOSE COMPETITION

3 Factory Exclusive

3 Kitchen Accessible

Serious

Playful

Oakley - most playful yet still quite serious

Crafted

Manufactured

Oakley - Almost all sunglasses mass produced yet a little lower than Nike and addidas.

Local

Global

Traditional

Modern

Established

Faddish

Oakley - products aimed at under 40ish ordiance.

Polite

Oakley - Liveliest brand, some of thier products push the boundry of sunglasses interms of design, materials and style. Unexpencted.

Mature

Youthful

Oakley - Equal highest with Nike - brand is quite playful.

Scientific

Mystical

Oakley - In the middle - is both mystical and scientific in equal amounts.

Distant

Oakley - Sunglasses are adaptable to the scenario. The brand feels like the glasses are designed for and by people who do the particualar activity.

Lively

Intimate

Oakley Bolle Adiddas Nike Gill

James Parker - D&AD Oakley

RESEARCH

PART 20 - SAILING EYEWEAR

Features

All lenses wrap around the eye. For most the arm and main part of the glasses flow into each other. Variety of lens types from - clear, orange, polarized to very dark. Mixture of glasses with straps and arms. No arms are straight all curved around the face. James Parker - D&AD Oakley

RESEARCH

PART 21 - UNIQUENESS Is the only sport eye wear brand that also manufactures cameras

Is the only sport eye wear brand that also manufactures that started manufacturing combs.

Is the only sailing appeal brand that also manufactures sunglasses.

Is the only sport equipment brand that is the largest in the world.

Is the only sport equipment brand that copies oakleys aesthetic almost completely.

James Parker - D&AD Oakley

RESEARCH

PART 22 - OAKLEY UNIQUENESS

WHAT? The only manufacturer of high performance eye wear. HOW? Manufacturing only in the US WHO? Middle class, sport enthusiast. WHERE? Developed economies (UK and USA) WHY? Who longs for the sporting aesthetic and high performance. WHEN? do they need you? In a time of over copied, mass produced Chinese crap. Oakley is the only high performance eye wear brand that manufactures only in the US

James Parker - D&AD Oakley

RESEARCH

PART 23 - DISSEMBLY

This DISSEMBLY shows the way in which the connections between components of the sunglasses go together. The way in which the dents in the lenses themselves allow them to clip into the top frame. This can be taken into glasses in terms of refining technical aspects of the design to minimise clips and screws.

Safety glasses

With interchangeable lenses.

James Parker - D&AD Oakley

RESEARCH

PART 24 - DISSEMBLY

Minimal components to these glasses, two lenses, frame and arms. Two tiny screws acting as hinges attaching the arms to top frame. This can be taken into the design of the glasses to reduce components only to necessities.

Disassembly of Rayban Wayfarer Sunglasses Fashion sunglasses.

James Parker - D&AD Oakley

SAILING RESEARCH BOAT EQUIPMENT OLYMPIC CLASS INTERVIEWS CONSUMER PROFILES ROUTINE

SAILING RESEARCH PART 1 - BOAT

Lack of places to put things on the boat makes use of foot strap to hold sponge for removing any sea water that gets into the boat. Yellow display is a race timer that allows timing of different stages needs to be in an accessible place so that both crew can see it. Grey space bellow is position that a two view compass goes used for training but is not allowed in race. Allows the sailor to get closer to the wind and keep on course.

Slip matt used to give more friction and grip when moving from one side of the boat to the other, also allows sailor to lean out further to make the boat flatter in the water and go faster.

Many of the ropes on the boat have their ends modified so that the sailor can grab them more easily thus saving them slipping threw their hands. Giving greater control and response.

Large problem with the amount of ropes on deck which can get tangled quite easily when racing .

Rope bags keep the deck clear, tidy and free from tangling during the race.

Different coloured ropes makes it easier to differentiate different ropes during race conditions.

Understanding the ways in which the boat is adapted and used for Olympic racing shows that efficiency, ease of use and winning are most important thing when it comes to choosing equipment for Olympic sailors. 32

James Parker - D&AD Oakley

SAILING RESEARCH PART 3 - PARAOLYMIC BOAT

Changing weight distribution of sitting in the middle and leaning, instead of from the edge means that the boat tips over much more so two rudders are needed to keep control in strong wind and sea conditions.

From the outside the boat looks no different to a normal Olympic boat.

Control for turning the rudders are on two large push sticks

Seats tilt so that you are all ways roughly perpendicular to the water line.

Many of the ropes were redirected so that they can be reached easier from the sitting position.

Security and safety within the boat are very important so harnesses must be easily released from if the boat tips over.

Rope on the mast to allow it to be pulled over in low winds

James Parker - D&AD Oakley

SAILING RESEARCH PART 4 - SINGLE PERSON BOAT

Large amount of ropes in one place makes the job of quickly grabbing the correct one even more difficult, than a standard boat.

Controls for the rudder are similar to the paraolympian boat cables run back and leaver control.

Boat is very small and light but with quite a large sail surface area that maximises speed. Huge centre board for size of boat keeps centre of balance low and the boat upright.

Distribution of weight is very difficult in this boat due to how thin it is and how low you sit in it.The advantage is that your centre of is lower so helps to counter balance the boat gravity. Clearly understanding the different issues associated with Paraolympian sailing and Olympic sailing. - Paraolympian no movement around the boat accessibility key importance. - Balancing the boat greater problem for paraolympianâ&#x20AC;&#x2122;s. Relating this to glasses -not so important that they grip so hard to the head, must not affect grabbing or reaching things inside the boat. James Parker - D&AD Oakley

SAILING RESEARCH PART 5 - EQUIPMENT

Teva water shoes used to get better grip and performance when moving around the boat and when leaning out. Worn in all conditions.

Team GBR Musto shell courses, waterproof trousers that keep the elements at bay waterproof, breathable and durable. High wear knees and bottom parts helps with grip friction when moving around the boat.

Minimal buoyancy aid purely used incase of falling into the water and keeping afloat, light and close fitting design.

Team GBR Musto Skandia hat, worn to keep sun out of eyes but still able to maintain great vide angle of view without constraining sight. Depends on the athletes personal decision whether the hat is worn all of the time or only part. Normally used in very sunny conditions.

Team GBR Musto Skandia Base layer worn in all conditions, fast drying, insulator as well as protecting from wind.

Bolle official sponsor of Team Skandia GBR sailing - this pair is the one that majority of the team seem to be wearing, wide lenses not impairing vision, Polarized lenses and full rim frames. Lightweight and durable smock, protects against wind and spray with Skandia Team GBR and Musto. Worn in cold and more ferocious conditions where just base layer and life jacket are not enough. Worn over the top of base layer.

Clear understanding of what the athletes use in terms of equipment and how sunglasses can integrate into this kit. Hat seems important part of equipment to stop sung getting in your eyes and see better, has much better freedom of vision compared to wearing glasses. 36

James Parker - D&AD Oakley

SAILING RESEARCH PART 6 - OLYMPIC CLASSES

Class - Laser Radial Crew - 1 Length - 4.2m Width - 1.39m Hull weight - 58.97 kg Main Sail area - 5.76 m2 Single sail

Class - Laser Crew - 1 Length - 4.2m Width - 1.39m Hull weight - 58.97 kg Main Sail area -7.06 m2 Single sail

Class - Finn Crew - 1 Length - 4.5m Width - 1.47m Hull weight - 145 kg Main Sail area - 10.6 m2 Single sail

Class - 470 Crew - 2 (with Trapeze) Length - 4.7m Width - 1.69m Hull weight - 120 kg Main Sail area - 9.12 m2 Main, Jib and Genoa

Class - 49er Crew - 2 (with Trapeze) Length - 4.876m Width - 1.447m Hull weight - 74.25 kg Main and jib area - 19.97 m2 Main, Jib and Genoa

Class - E6 Crew - 3 Length - 6m Width - 2.35m Hull weight - 695 kg Main Sail area - 15.9m2 With Keel Main and Jib

Class - Star Crew - 2 Length - 6.922m Width - 1.734m Hull weight - 671 kg Main Sail area - 20.5 m2 With Keel Main and Jib

Understanding what that their are differences in the roles of people on the boat., On all the boats their is one person who stears and operates the main sail, then on some boats (470, 49er, E6 and Star) their is additional crew to add ballast and operate the front sails. Relating this to glasses not all features may be necessary for all the crew. James Parker - D&AD Oakley

SAILING RESEARCH PART 7 - INTERVIEW

Name? Mark Andrews Are you competing in 2012? No What do you require from sunglasses, specific to sailing? Repel water, donâ&#x20AC;&#x2122;t fall off and fit. What are the issues associated with sunglasses and sailing? Fall off and sink. Get covered in water and salt so cant see. Polarized lenses make some sails look deeper than they are. Why do you wear sunglasses when sailing? Protect eyes from sun. In light winds can help see wind on the water better. Is salt water on lenses an issue? Yes even the hydrophobic lenses get covered in salt then need to be washed to stop scratching . Do you wear goggles or glasses? Glasses.

Have you ever had problems with glasses? Falling off and steaming up in hot windless conditions. What is you basic day to day schedule in terms of training, how much you train?, What training?, How do you communicate with your coach while training,? When sailing we usually sail for around 3-4hours. Can be a mixture of things depending on what we are working on. If working on speed lot of straight line work. Some days boat handling so lots of tacks gybes starts mark rounding etc. Some days just race training. The coach is in a rib so usually come along side to chat. We also spend quite a bit of time on fitness road biking etc so use glasses then to. This is usually Non coach lead. Do you notice your glasses when you are sailing? When its hot they can steam up. When its windy they get covered in water and cant see.

Do you change different glasses and lenses dependent on condition? Yes. How long have you had your glasses? 2 years. Where do you keep your glasses, are they precious to you? I take good care of them yes they each have a bag and are kept clean. How much does fashion affect your choice of sunglasses? Not when sailing but on land yes. Did you choose your sunglasses because of the way people will look at you in them and why? No.

James Parker - D&AD Oakley

SAILING RESEARCH PART 10 - INTERVIEW

Name? Andrew Simpson Sailing partner? Ian Percy Are you competing in 2012? Yes, Star Class. What do you require from sunglasses, specific to sailing? Protection from the sun light and the glare from the white boats and water, but good enough to see the wind on the water very clearly. What is the toughest part of your sport? The nature of the sport, the fact that the weather dictates the daily plan and the need for flexibility. What are the issues associated with sunglasses and sailing? Issues are you are very active so keeping them on as you knock things. Also , the other issue is water on the lenses. Is salt water on lenses an issue? Yes! Sometimes does not go straight off and sometimes dries on lens depends on conditions.

How much does fashion affect your choice of sunglasses? Not really affecting choice , apart from if they stand out too much or just look stupid. Did you choose your sunglasses because of the way people will look at you in them and why? No, Have you ever had problems with glasses? No, What is you basic day to day schedule in terms of training, how much you train?,What training?, How do you communicate with your coach while training? Gym 8, prep at 10 , sail for 4-5 hours , then gym and debrief. The coach comes along side and gives us feed back or we do it through head sets while sailing. Do you notice your glasses when you are sailing? Yes, push into the side of my temples.

Do you wear goggles or glasses? glasses, but goggles could be better in strong winds. Do you change different glasses and lenses dependent on condition? Sometimes but its a hassle, I tend to wear glasses in the lighter winds as in stronger winds they fall off. The lens, choice allows me to see the wind better. How long have you had your glasses? They donâ&#x20AC;&#x2122;t last that long, on the boat as they get scratched up very quickly. Where do you keep your glasses, are they precious to you? Not really precious! Chucked in a bag.

James Parker - D&AD Oakley

SAILING RESEARCH PART 11 - INTERVIEW

Name? Ian Hogan Class? Laser Radial, Laser Are you competing in 2012? Yes What do you require from sunglasses, specific to sailing? When it comes to sunglasses for sailing, polarised lenses are a must. It takes some of the glare off the water and it makes it easier to read the wind. Multiple lenses are great for different light levels from day to day. The frame needs to fit tight and I prefer captive lenses that wont fall out on impact. What are the issues associated with sunglasses and sailing? Fogging – especially on cold days when you’re sweating, some lenses can fog easily. Also on rainy days and cold water venues. It’s important to have some space to breathe between the lenses and skin. Durability – lenses need to withstand contact with salt water, sunscreen and heat. I’ve had issues with some top brands delaminating. There are times when you come face first with equipment, water, or crew members and lenses and frames need to stay intact on impact and not get scratched easily. Why do you wear sunglasses when sailing? Keeps the glare off and polarised lenses make reading the wind easier. Also helps keep salty spray out of your eyes. Is salt water on lenses an issue? On good lenses, crusted on salt wipes off easily with a little water and a cloth. I’d be interested to know the chemistry between salt and the lens. Do you wear goggles or glasses? Glasses. Do you change different glasses and lenses dependent on condition? Depending on cloud cover, I go between dark gray lenses on bright days and pink tints for dark clouds and rain. How long have you had your glasses? I’ve had my current sailing glasses for almost a year. I usually have at least one pair break every six months. 42

Where do you keep your glasses, are they precious to you? My glasses stay in their cases with my sailing gear. I only wear them on the water and wear different glasses on shore. How much does fashion affect your choice of sunglasses? For my shore glasses, I go more for fashion. For on the water, I like functionality – good side coverage, low profile fit and durable frames. Did you choose your sunglasses because of the way people will look at you in them and why? I guess my on water glasses are pretty sporty while still stylish, but I got them for their function over style. For on shore, I still go for polarised lenses but like bigger square frames on skinny arms. Have you ever had problems with glasses? I had one pair delaminate this year. I couldn’t wear them at all anymore. I’m not sure what caused it. I also ran over a pair accidentally with my truck and they were durable enough to just have an arm break off. I was able to glue it back together and you wouldn’t even be able to tell they were used at all. What is you basic day to day schedule in terms of training, how much you train?,What training?, How do you communicate with your coach while training,? A typical training day usually involves a morning run, 4 hours on the water, and an evening gym session, 5 days a week. I am on the water between 200 and 250 days a year. During off times, the gym and fitness is kicked up a notch. The run and gym are on my own and I have a coach for on the water. Communication with my coach is verbal between my boat and his coach boat. Extensive video and photo analysis is done upon returning to shore. Do you notice your glasses when you are sailing? If they are the right fit, they shouldn’t be noticeable.

James Parker - D&AD Oakley

SAILING RESEARCH PART 14 - INTERVIEW Name? Alexandra Rickham Are you competing in 2012? Yes in the SKUD 18 class (paraolympian.) What do you require from sunglasses, specific to sailing? I need polarised lenses so you can see the wind on the water also I tend to like bronze/gold tinted lenses or very dark lenses in certain light conditions. Lightweight like any other sport. Comfortable tight fitting so you donâ&#x20AC;&#x2122;t lose them. Durable, they need to be able to be knocked around in case they drop into the bottom of the boat. What are the issues associated with sunglasses and sailing? Salt on your lenses. Sunglasses falling off as you are unable to get them back during a race south helps if they float, durability and as much lens scratch resistance as possible. Why do you where sunglasses when sailing? To protect my eyes. See the marks on the course and see the wind on the water. Is salt water on lenses an issue? Yes it is a big issue. On a really windy day when waves are splashing over you, your glasses get covered in salt making visibility near impossible. Do you wear goggles or glasses? I wear glasses but have considered goggles for big wind days. Do you change different glasses and lenses dependent on condition? Yes. I like dark lenses for very bright conditions. The rest of the time I like bronze or gold tint.

How much does fashion affect your choice of sunglasses? I definitely have to like the way they look but it isnâ&#x20AC;&#x2122;t everything. I think good sunglasses are expensive and for the outlay you want to be able to wear the sunglasses both on the water and around the boat park. Did you choose your sunglasses because of the way people will look at you in them and why? No I narrowed down the choice them from the polarised range, then lens colour, then style. Have you ever had problems with glasses? No, not that I can remember. What is you basic day to day schedule in terms of training, how much you train?, What training? How do you communicate with your coach while training? Gym, boat work, briefing, on water, debrief, boat work, Physio, paperwork. We train on water 2 weeks a month the other 2 weeks is boat maintenance, fitness, rest and logistics/organisation. Our coach is on water in a rib while we train so he comes beside us or we just shout depending on weather conditions Do you notice your glasses when you are sailing? No. Initially I found them strange but nowadays they are essential to my performance.

How long have you had your glasses? I just lost a pair at my last event. I had them for about 7 months. Where do you keep your glasses, are they precious to you? I keep them in my hand bag, kit bag or on me. They are very precious to me.

James Parker - D&AD Oakley

SAILING RESEARCH PART 15 - CONSUMER PROFILE

Name: Mark Andrews Age: 27 Profession: Full time sailor What brand of car do you drive or like: Renault Clio What clothing brand do you often wear: Musto Hobbies: Cycling, rugby, windsurfing - most outdoor sports Do you go to the gym (if yes how many times a week): every day Where do you do your grocery shopping: Tesco Which area do you live in: Clitheroe, currently living in Weymouth, Where do you normally dine: Nandos Do you travel often: often to sailing in competitions Dislikes: idiotic people Dream holiday: Adventure holiday with my mates Worst habit: My french What word or phrase most depicts your personality: Lad Do you have any lucky charms or rituals: No Favourite reality show: Jordy shore Name 3 things that are always in your shopping trolley: Chicken, cake, milk What was the last book you read: Long way down

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SAILING RESEARCH PART 16 - CONSUMER PROFILE

Name: Andrew Simpson Age: 36 Profession: Full time sailor What brand of car do you drive or like: Audi What clothing brand do you often wear: Fat Face Hobbies: Not many now, I used to play football badly. Do you go to the gym (if yes how many times a week): All the time Where do you do your grocery shopping: Sainsburys Which area do you live in: Southampton, but currently living in Weymouth. Where do you normally dine: Zizzis Do you travel often: often to sailing in competitions Dislikes: Making Stupid errors Dream holiday: Honey moon Any heroes: Ian Botham Do you have any lucky charms or rituals: I listen to certain music tracks before races Favourite reality show: No, they are all terrible! Name 3 things that are always in your shopping trolley: Red meat, tomatoes, cider What was the last book you read: Micheal Phelps autobiography

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SAILING RESEARCH PART 17 - SAILING

Actual course

Tacking

Mean course

To change direction when sailing you have two options 1.-Tacking you turn toward the wind; 2- jibing, you turn away from the wind. The example to the left shows taking and how you have to set a mean course then to get from A to B you actually need to take across the mean line.

Wind

Points of Sail

Starboard tack

Tacking

Jibing To change direction from A to B, you first have to push the tiller of the boat so that the stern of the boat goes through the wind, then straighten up when to desired course. This is much faster as you have the full force of the wind to push the bat around rather than with tacking the momentum of the boat turns it through the wind.

Wind

Fastest point of sail Close Hauled

Port tack Fastest point of sail Close Hauled

Close Reaching

Beam Reaching

Wind Broad Reaching

Broad Reaching

Reaching To change direction from A to B, you first have to push the tiller of the boat so that the bow of the boat goes through the wind and then straighten up when you are set on your desired course. Tacking is slow and controlled compared with jibing .

Reaching Running

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Understanding how to sail the boat is very important so not to attach features into the glasses that are not necessary to sailing or conditions that are present.

SAILING RESEARCH PART 18 - ROUTINE

Wake up 7 breakfast then, morning run around 8 and then session in the gym

4 or so hours training during the week in the morning. With some time for preparation and sorting out kit.

Coach in rib giving instructions over headset or shouting. Sometimes sailing is video and reviewed later.

Training reviewed and analysed errors seen and then can be worked on the subsequent day or slightly different training routine to counter and minor issues.

When dealing with top class athletes the tiniest detail can affect the performance in creating sunglasses every issue associated with the sunglasses has to be beneficial and be as best possible to aid performace to the athlete. James Parker - D&AD Oakley

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SAILING RESEARCH PART 19 - IMPORTANT FEATURES Sunglass features Different lenses for different conditions - Depending on cloud cover, dark gray lenses on bright days and pink tints for dark clouds and rain. (Of making it easier to change lenses, way that lenses can react to different conditions.) Protection - from the sun light and the glare from the white boats and water, but good enough to see the wind on the water very clearly. Fogging â&#x20AC;&#x201C; especially on cold days when youâ&#x20AC;&#x2122;re sweating, some lenses can fog easily. Also on rainy days and cold water venues. Also stop steaming in hot, windless conditions. (Airflow between skin and glasses important, or find a more innovative solution to this problem.) Fit - keep them on in strong winds but still unnoticeable, some prefer the reassurance in glasses pushing sides of temples. Correct fitting frame may not have these issues. (Tight fit frame, make then float, create a goggle.) Vision - Glasses used in some conditions and not others - some glasses reduce peripheral vision, some sailors prefer caps for this reason. (Visor, remove frame but maintain solid frame.) Durability - not get scratched or break easily, full framed glasses take up all the knocks and bashes. (Material and lens choice very important to get right to remove these issues). Polarized lenses - can make some sails look deeper than they are. (Importance of clarity in the lenses) Glasses not goggles (glasses that have the security of goggles) Relationship to glasses Ranges from an item that is almost throw away item just chucked in a bag and lasting only a few months to a precious object that is owned for up to a couple of years. Different shore glasses - for style. But sailing glasses purely for function. Glasses do not last that long - quickly scratched.

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SAILING RESEARCH PART 20 -DESIGN DIRECTIONS

How can sunglasses allow the wind to be read better? Keep salty spray out of your eyes and allow it to be easily removed from the lens? How can the glasses adapt to altering weather conditions? How to create the act of owning the sunglasses into more of an object that you care about more deeply. How to stop sunglasses steaming and fogging up. How can sunglasses allow better communication with coach. How can sunglasses make you sail better. How can a better fit be created.

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FORM/IDEA GENERATION FORM SKETCHES SKETCH MODELS IDEAS

FORM GENERATION PART 1

Exploration of form using the brand code and translating that into sunglasses.

James Parker - D&AD Oakley

FORM GENERATION PART 2

Organic Styling - translated through skeletal forms and flowing lines in parts of the Sunglassâ&#x20AC;&#x2122;s.

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FORM GENERATION PART 3

High Performance - wrap around form creating better fit and vision through the lenses and reducing the likely hood of the sunglasses falling off. As an aesthetic can be perceived as quite aggressive, with slightly more angular frames. 56

James Parker - D&AD Oakley

FORM GENERATION PART 4

Combination of equal amount of high performance (wrap around, tight fitting, slightly aggressive aesthetic) mixed with organic flowing lines. Balancing the different qualities Oakley brand code with in the glasses alters the affect on the aesthetic of the glasses. James Parker - D&AD Oakley

FORM GENERATION PART 5

High Performance/Organic styling - multi part frames that can adapt to the face of the wearer by closing in to create tight fit to aid performance. 58

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FORM GENERATION PART 6

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FORM GENERATION PART 7

James Parker - D&AD Oakley

FORM GENERATION PART 8

Dynamic - creating a movement within the glasses creates a high speed look of movement to this static object in order to create a more dynamic aesJames Parker - D&AD Oakley

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FORM GENERATION PART 9

Dynamic/ Adaptability - customisation is a large part of Oakleyâ&#x20AC;&#x2122;s range of glasses with the same design being created in many different variants to appeal to wide range of consumers. These range from the tacky yellow ABS frames to real carbon fibre. 62

James Parker - D&AD Oakley

FORM GENERATION PART 10

From taken to an extreme of organic styling, sections look unclear around the point at which the frame blends into the arm. Their are gaps between the components that do not fit together well enough. James Parker - D&AD Oakley

FORM GENERATION PART 11

James Parker - D&AD Oakley

FORM GENERATION PART 12

Oakleyâ&#x20AC;&#x2122;s styling as a whole is quite masculine with only recent additions to their ranges have included more femine designs with less harsh lines and brash forms. Creating a more feminin style into Oakleyâ&#x20AC;&#x2122;s sport range. James Parker - D&AD Oakley

FORM GENERATION PART 13

James Parker - D&AD Oakley

FORM GENERATION PART 14

Detailing the sunglasses is important to get right

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FORM GENERATION PART 15

James Parker - D&AD Oakley

FORM GENERATION PART 16

James Parker - D&AD Oakley

IDEA GENERATION PART 1

Dimensions completely wrong nose bridge 1cm to wide lenses start in the middle of the eye ball.

Frame thickness at nose piece is to wide reducing area of vision.

Nose piece to high up the nose.

Shape and form very similar to M frame.

Straightening Sunglass lines to create simpler form.

Removing frame from the bottom of the glasses creates better field of vision and increasing volume of top keeps frame strength.

James Parker - D&AD Oakley

IDEA GENERATION PART 2

Arm length to short and doesnâ&#x20AC;&#x2122;t allow firm fit or balance to be created.

Experimentation of form and size using clay and wire.

Difficult medium to make glasses, refining wire form difficult to get right. Over all size of half frame worked well.

Covers eyes well, but frame extrudes the head to far.

Custom fitting frame to face, creating more secure fit.

Spray shields at the bottom of the lenses stop salty spray sticking to the lenses.

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IDEA GENERATION PART 3

Customisable arms, using low heat mouldable plastic, allows closer and more comfortable fit, hard sell product like this as professional fitter would be necessary to get the correct level of fit.

Even with the most expensive glasses their can be issues of the lenses fogging, by taking the air from the sides of the lenses to the rear reduces the issue of fogging lenses.

Fit and security of wearing glasses when sailing is a major issue, but goggles are to hot, by incorporating sunglasses with a band instead of arms aims to solve the issues of comfort, and security.

Creating the frame, lenses and arms from the same material as the lenses allows their to be no point in the glasses where the glasses themselves affect vision. 72

James Parker - D&AD Oakley

IDEA GENERATION PART 4

Camera recording glasses allow to be worn in training to record decision and sailing and then able to be analysed after the race.

Multi part arms allow a greater level of personalised fit as each section can be formed to the individuals head shape, creating a securer and more comfortable fit.

James Parker - D&AD Oakley

IDEA GENERATION PART 5

This idea addressees the fact that not everybody has the same shaped head and by adding a three section joint to the pivot point of the arm the creates a more Adaptable fit for wider demographic of user. 74

James Parker - D&AD Oakley

IDEA GENERATION PART 6

One of the issues of sailing with glasses is salt getting on the lenses are drying - by putting a shield at the bottom of the lens this aims to stop the salt water getting to the glasses.

Security of glasses not falling off your head when sailing is a major issue and this is the main reason why some sailors do not where glasses. By adding a band on to the top of the glasses like a headphone bad aims to reduce this likely hood by creating another point of connect with the glasses and the users head. James Parker - D&AD Oakley

IDEA GENERATION PART 7

To reduce salt on the lenses, by sticking a thin transparent sticker to the glasses where the salt can settle on and dry, and then after ripped off to reveal clean salt free lenses underneath, this could be layered up with multiple layer of stickers dependent of the conditions and length of race. 76

James Parker - D&AD Oakley

IDEA GENERATION PART 8

Wipeâ&#x20AC;&#x2122;ies - attaching a screen wiper to the lenses, so at the touch of a button any salt or liquid on the lenses can be wiped off. James Parker - D&AD Oakley

Taking this from a wind screen wiper design to a simple downward motion reduces the annoyance of wipers going past your eyes making reducing the impact on your sailing. 77

IDEA GENERATION PART 9

Many of the athleteâ&#x20AC;&#x2122;s that were interviewed said that they have more than one pair of sunglasses in most cases one for sailing and one for on land, by creating a design that is adaptable for these two conditions reduces the equipment that the athletes have to own, creating a more fashion aesthetic for their sailing glasses with out affecting performance. 78

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IDEA GENERATION PART 10

Technology within sailing is getting smaller and smaller and instruments are able to be put in a pocket this allows the next step to be taken by incorporating sailing instruments with a heads up display into a pair of sunglasses. Allowing athletes to see critical information that can aid performance from where ever they are within the boat. James Parker - D&AD Oakley

IDEA GENERATION PART 11

When training many of the athletes when interviewed are in constant communication with their coach aiding performance. By incorporating sunglasses and radio headset this means no wires to cross, reduced items to look after and more concentration on sailing. The needs for sailing and for training are different, can these differences be incorporated in to one pair of glasses. 80

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IDEA GENERATION PART 12

Part of wearing glasses as an athlete is about creating a barrier or better version of yourself, taken to the extreme this idea creates a harsher more aggressive design to try and put off other athletes and make you appear threatening. James Parker - D&AD Oakley

CONCEPTS

CONCEPT 1 PART 1

This concept is about the different needs and requirements for racing and for training but more focusing on how the sunglasses could allow you to train better. Keeping in contact with the coach - by incorporating a radio into the glasses this means that the sailors do not have to wear a clunky headset when talking to their coach when sailing, allowing more freedom to move around the boat and not issue of getting tangled with wires. Understanding the wind - Allowing athletes to see the affect that the wind has upon their direction and speed this allows then to have a clear advantage in understanding the affects of the wind. By incorporating a display for sailing instruments within glasses this can allow them to see these differences and understand them better. By using information on wind speed, wind direction, compass bearing and speed over ground, this can show the affect of a sail or directional change on your speed, how far you are off your mean course. Having this information within glasses means that its all ways available and viewable even when you are moving around the boat. How it relates to brand Organic Styling - frame has quite an aggressive form but at the same time very specific organic elements within that form. High Performance - designed to allow athletes to train with the latest technology to allow them to have a greater understanding to perform to their best. Adaptable - Lenses can be changed easily and arm can be swapped from race arms to training arms. Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours. Technical Innovation - Glasses before have used heads up displays but none have done used this technology specific to sailing to try and create the best possible sunglasses design to allow maximum performance.

James Parker - D&AD Oakley

CONCEPT 1 PART 2

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Materials Arms and frame -Injection moulded ABS Lens - poly carbonate 85 Lens sticker - vinyl film

CONCEPT 1 PART 3

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CONCEPT 1 PART 4

James Parker - D&AD Oakley

CONCEPT 2 PART 1

This concept is about trying to make a completely no compromise sunglass design very specific to sailing and addresses the issues that current sunglasses have for sailing. Field of vision - currently some sailors where hat due to the glasses frame impairing what they can see. This design counters this by the lenses coming round the face further towards the ear and not having a bar down where the nose is. Salt on the lenses - In higher wind conditions spray can get on the glasses and the salt crystals can dry impairing vision.To counter this tear off strips can be put onto the glasses before a race and if salt is impairing vision then these can be quickly removed. By having no nose bridge this makes it possible to tear off in one movement. Full frame interchangeability - Robustness is very import in sailing sunglasses they can be easily knocked so having full frame is very import to keep lenses secure and safe, this is done by the bottom frame of the glasses attached to the lens. Interchangeability of lenses is very important for different conditions this design makes this quick and simple with two clips on each side. Tight fit - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. By creating finger like bone joints that pull into your head this creates a much closer fit. How it relates to brand Organic Styling - whole frame of the glasses has a structure very much like a bone structure and the idea of the way that the arms of the glasses work came from looking at joints. High Performance - design of these glasses is to try and make you able to perform the best. Adaptable - Lenses can be changed easily and arms are adjustable to almost all head shapes. Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours. Technical Innovation - would not say that any of the features added to these glasses is new just a slightly different way of doing it, to make sunglasses for sailing the best they can be.

James Parker - D&AD Oakley

CONCEPT 2 PART 2

James Parker - D&AD Oakley

Materials Arms and frame -Injection moulded ABS 89 Lens - poly carbonate 89

CONCEPT 2 PART 3

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CONCEPT 2 PART 4

James Parker - D&AD Oakley

CONCEPT 3 PART 1

Fashion meets Sport - One pair not two Many athleteâ&#x20AC;&#x2122;s own two pairs of glasses one for sailing and one for shore one for performance and one for fashion, this concept is trying to merge this boundary of sport and fashion to create a single close fitting sport sunglasses but with a more fashion aesthetic. At the moment sport sunglasses all seem to have the same aesthetic which is quite hard edged and aggressive, definitely not something that could be seen upon the catwalk. From my research over the last 2 or 3 years Oakley has started to move into the realm of fashion sunglasses. Many of the athletes have quite a throw away view of sunglasses as they quickly get scratched and break on the boat or in a bag, glasses lasting as little as 3 months.To try and counter this throw away society by trying to make the glasses into something you covert treasure for many years. How it relates to brand Organic Styling - Form of the glasses has come from thinking of the glasses as a fashion object, but the form has quite organic features styled into it. Adaptable - instead of different lenses for different condition this design is single lens so the user would have to buy different glasses for different conditions. Dynamic - Manufactured from carbon fibre creates many possibles of how the sunglasses can be finished to the users specific requirement. Technical Innovation - combination of fashion and performance.

James Parker - D&AD Oakley

CONCEPT 3 PART 2

James Parker - D&AD Oakley

Materials Arms and frame - Carbon Fibre Lens - poly carbonate

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CONCEPT 3 PART 4

James Parker - D&AD Oakley

CONCEPT 3 PART 4

James Parker - D&AD Oakley

CONCEPT DEVELOPMENT DEVELOPMENT RESEARCH SKETCHES SOFT MODELS DETAILS TECHNICAL ASPECTS

DEVELOPMENT

PART 1 - HIERARCHY OF NEEDS By combining features from both concept one and two this allows to create the ultimate in performance sunglasses for sailing. Taking the features of the heads up display from concept two allowing the athlete to see information to aid their sailing. Combining this with interchangeable lenses, wide field of vision and tight fit. This design will aim to create an uncompromising pair of sunglasses allowing the athlete to perform at their best possible. Features the glasses must have in order of importance. 1. Lenses tailored to weather conditions - There has to be a straight benefit to wearing glasses at all, so if the lenses are not correct for conditions that can make all the different to them being use full or a hindrance, when sailing. 2. Uncompromising vision - Must be able to have a clear view of sails, other competitors glasses must not hinder moving head. Salt getting on lenses. 3. Must stay on - fit is very important in terms of the glasses not falling off when moving around the boat. 4. Rugged - Ability to take knocks and bashes that may occur within the boat. 5. Understanding wind - affect of this upon the boat in terms of speed over ground. 6. Comfort - races are not to long so the issue of comfort is not the most important concern for the design of the sunglasses.

James Parker - D&AD Oakley

DEVELOPMENT

PART 2 - DESIGN OBJECTIVES

How these features will be implemented into the sunglasses 1. Lenses tailored to weather conditions - Ability to change lenses very important and must be fast and easy, no need for lenses to be changed during a race as races are not that long. Lenses must be suited to conditions -Dark lenses in very sunny conditions -Pink tint for cloud and rain -Gold or Bronze the rest of the time 2. Uncompromising vision - Currently some sailors where hat due to the glasses frame impairing what they can see.This design must aim to minimise the issues of frame of lenses obstructing vision as well making the lenses come further round the sides of the face to allow peripheral vision to be impaired by the sunglasses. Spray and salt can become large problems when sailing as the spray comes onto the lenses and then may not run straight off and dries and not easily wiped off, by using hydrophobic lenses this issue is overall countered as the liquid on the lense will bead off and also if salt does dry it can be easily wiped off. 3. Must stay on - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. This means that the design of the arms of the sunglasses are very important to get the correct fit with in the glasses. 4. Rugged - Many interchangeable lense glasses have the bottom of the lense exposed meaning it is not as secure in the frame of the glasses and its ability to take knocks is less. The frame must be full around the lens. 5. Understanding wind - Creating a heads up display with in the glasses allowing the wearer to see the affect that the wind has upon their direction and speed. By using sensors to determine wind direction, compass bearing, position of boat in relation to course and speed over ground use full information can be given back to the athlete to improve their racing performance. All of the sensors would have to be fitted into the boat and a wireless link to the glasses would allow them to receive the information. -Speed - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete. -Wind Direction - Shows how close you can get to the wind to increase speed. - Position and bearing - using a combination of pre known race markers plotted in a GPS and compass can allow you to get as close as possible to the most optimum course. Having this information within glasses means that its all ways available and viewable even when you are moving around the boat, as well as if this information is all ways available the sails can be tweaked all the time to increase the speed of the boat dependent of the current wind direction and bearing. 6. Comfort - creating a well designed and ergonomic sunglasses design as specific as possible to the athlete using the sunglasses.

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DEVELOPMENT

PART 3 - HEADS UP DISPLAY RESEARCH

Sony HMZ-T1 Head Mounted Display, personal cinematic home entertainment experience, with Dual OLED HD screens allowing 2D and 3D images to be displayed, virtual 5.1 surround sound, can be connected to a large variety of devices allowing you to watch movies and games on them, appears as 60” screen. Cost - £800

Myvu video glasses dual lcd 640x480 screens, integrated earphones. Can plug directly into an iPhone among many other devices. Retail price £200

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DEVELOPMENT

PART 4 - HEADS UP DISPLAY RESEARCH

Vuzix 280xl dual LCD Display screens resolution 428 x 240, virtual screen size 51" from 10 feet (3m), the glasses display exactly the same as on your iPhone and is battery powered making the glasses very portable. Cost - ÂŁ100.

GPS-enabled goggles for skiers and snow boarders. Zeal Optics' frame design with a micro LCD display, which appears to hang approximately six feet in front of the user. That head-mounted display provides real-time feedback to the wearer, including speed, latitude / longitude, altitude, vertical distance travelled, total distance travelled, a chrono / stopwatch mode, a run-counter, temperature and time, as well as other features such as camera for recording you route and menu to allow you to answer calls from your phone. All of this data can be uploaded to a website where its all overlaid upon each other and then able to shared with your friends. Cost - $499

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DEVELOPMENT

PART 5 - HEADS UP DISPLAY RESEARCH

Projected image displays is in its infancy in terms of glasses- guggle has been pioneering technology to create glasses the integrate reality and fiction seamlessley.

Currently their are a number of apps for iOS and android which take this new alternate reality into a screen mixing what is seen on the devices camera and fiction together - example to above to the left shows a travel guide where you can click to get more information about what you are seeing, other apps include - virtual treasure hunt games and shopping applications

Sportiiiis is a Heads Up Display and audio system that gives you feedback on critical performance data for sport, that attached to any sunglasses you may all ready own. This enables you to maintain form, keep your eyes on the road and always be safe, it uses coloured LEDâ&#x20AC;&#x2122;s to show if you are hitting your work out targets using sensors for - heart rate, speed, power, pace, and cadence information. Cost - $200 102

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DEVELOPMENT

PART 6 - HEADS UP DISPLAY RESEARCH

The Lumus OE-31 Optical Engine is a clear heads up display device that can be incorporated into different eyeware devices allowing the user to still see clearly but also see the projected image. At the moment this technology is still in testing stage so only a few mock-ups of the technology have been produced and is nit commercially available in any eyeware, their are many applications where this solution could be used.

Currently fighter pilots use heads up display technology in their helmets to allow them to see enemy targets and have one eye operating weapons and the other focused on flying the plane.

Sum Up

BMW among other car manufactures have started to incorporate heads up displays within their cars to allow drivers not to look away from the road while still being able to see relevant information such as Sat-Nav or speed.

Using a micro LCD will allow the screen to not take up all of the view meaning that the athlete can quickly glance at the screen and then rather than it all ways being at the centre of the view. This also allows for great flexibility in the location of the screen. From the ski goggles fighter pilot visor it can be seen the affect of only having one eye screen may be better for the sailing and sport context- test to see whether its better to have only one screen or two.

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DEVELOPMENT

PART 7 - SAILING INSTRUMENTS TIckTack is a sailing instruments company that designs and manufactures almost all wireless sailing instruments specifically for racing dingies and yachts. TickTack design their instruments to give you the best chance of crossing the line first. Their is a wide range of products including racing compasses, impellor sensors, depth, temperature, wind veins, vide range of displays and remote. As most of the system is wireless it is easy to alter it to your needs and doesnâ&#x20AC;&#x2122;t cables running up your mast, as well as this all most all the instruments and sensors are self powered through wind or solar power, giving wide amounts of flexibility. Currently TickTack instruments do not integrate with other devices - This technology could be the backbone to a heads up display sunglasses.

TackTick T210 Multifunctional Wireless Maxi Display Solar-powered mast display for racing yachts that provides highly visible and accurate data. Automatic page selection, this function allows the display to automatically show the right information for each leg of the course. Black on white makes the display clear and easy to read huge dials means viewable all around the boat. 104

TackTick T070 Race Master, tactical race compass and wind shift indicator. Its two-tier display shows your heading, how far you're above or below the mean course, allows course deviation to be quickly and easily established. Dual display makes it easily viewable depending on which side of the boat you are sitting.

TackTick T220 Vertical Wind Transmitter, Wind sensor, that measures speed and direction and is completely self powered via solar.

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TackTick T113 Multifunctional Wireless Remote Display, repeats all the data you need to improve performance viewable all around the boat.

DEVELOPMENT

PART 8 - SAILING INSTRUMENTS Remote Viewer by Ray marine - uses E and C built in wifi to connect what is on the display to an iPhone or Ipad. Allowing you to view charts, sonar, radar and thermal night vision from anywhere on board, right in the palm of your hand. This system requires a full navigation and sonar system by Raymarine to and is not modular in the way that the TickTack one is. Meaning that so may be irrelevant information would be displayed, no contemptibility and heavy weight issues. But incorporating Wifi could work as a way to transmit the information.

Suunto Yachtsman is a navigation tool for all sailing enthusiasts as well as clock., The watch incorporates: -Sailing Timer - the timer allows you to easily set the correct sequence and synchronize the timer with the race committee with the push of a button. -Barometer -the watch displays the current barometric pressure and temperature and also pressure-related data for the past four days, so that weather conditions of longer races can be understood. -Compass -The electronic compass displays the bearing.

Casio Pathfinder Sailing Watch - the watch incorporates a digital compass (so that you can see how close to the bearing that you set you are) and tide graph (so that you can see how the affect of the tide can have on your racing, making it ideal for the yachtsman.)

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DEVELOPMENT

PART 7 - SAILING INSTRUMENTS - SUM UP From the research into current portable sailing technologies not all the features are necessary for the Olympic sailing team. -Barometer is not needed due to the weather conditions will be seen to change faster than barometer as well as barometers predict longer in advance.,The athletes will listen to the cost gaud weather service and online weather reports before the race. -Tide charts are not needed these do not change and the athletes will know the tides completely in their head before they race. -A clock is not needed in the glasses as the races are not timed it is just about getting round the course first. - Charts of the course are not needed for the athletes as the courses are quite short and the athletes will have trained many times on the course so they will know it very well. Information that is needed is From understanding the needs of the Athletes the necessary information is -Wind Direction, Speed over ground, Offset bearing to next buoy over. Importance that the sensors are not in the glasses so that they can give more accurate reading and reduce the weight of the technology with in the glasses. Durability is very important to incorporating technology into the glasses so water and elements cannot affect usage. -Wind Direction - Shows how close you can get to the wind to increase speed. (Weather vain on top of mast needed to gather this data.) -Speed over ground - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete. ( By using a GPS the speed over ground can be obtained.) - Position and bearing - By a tactician plotting the course of the race before the race GPS way points can mark the optimum route and the a compass on the boat compass can allow the athlete to get as close as possible to the most optimum course.

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DEVELOPMENT

PART 8 - BACKGROUND TECHNOLOGY

Wind vain - collects data on wind speed and wind direction. Wirelessly connects to base unit. Is powered by wind spinning the vain

Sunglasses - wirelessly connect to base unit and only displays the data it receives no sensors with in the glasses purely a screen to deliver the information.

Solar panel powers the Base Unit.

Base unit - receives all of the data from wind vain (wireless), but also has an in built compass (allows course bearing to be set) and GPS (allows race marked way points to be set and speed over ground to be gathered)- this data is then transmitted to the glasses to view..

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DEVELOPMENT

PART 9 - HEADS UP DISPLAY COMPONENTS

Circuit board - 15mm X 25mm X 2.5mm - Both buttons will be incorporated into the circuit board.

Lens that goes over the display so that it can be focused on close to the eye. 108

Lithium battery 20mm X 10mm X 5mm

Micro USB cable for charging

James Parker - D&AD Oakley

Micro display manufactured by Cyber display (WQVGA LV), wide-format (16:9), resolution of 428 x 240, display size - 6.4mm X 3.5mm, Size including case - 10mm X 8mm X 3mm

DEVELOPMENT

PART 10 - INTEGRATION TECH AND GLASSES Micro screen layered with lens over the top, allows the screen to be viewed at very close distance to your eye, minimum 10mm from eye ball. Cables run through the top part of the frame to allow all of the components to connect.

Power button using one of the Oakley Oâ&#x20AC;&#x2122;s - second button part of the circuit board and allows screen page to be changed.

Micro lithium battery within left side arm of the glasses

Circuit board connected to the two buttons, battery and screen. Power micro USB also connected to circuit board.

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DEVELOPMENT

PART 11 - DISPLAY POSITION

Understanding where aboutâ&#x20AC;&#x2122;s with in the glasses is the best position to have the heads up display screen. 110

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DEVELOPMENT

PART 12 - DISPLAY POSITION

Best position in the centre bottom, as this is all ways in your vision and does not really affect the view when sailing as most of what is being viewed is above the horizon. The side of the glasses that the screen sits depends on whether you are right of left eyed depends whether it is better to have the screen on the right of on the left of the nose piece. Best results on the strong eyed side.

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DEVELOPMENT PART 13

Screen position bellow the eye, but juts out to far may be broken off is not secure in sailing conditions. 112

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DEVELOPMENT PART 14

Exploring the way in which the components necessary, to allow heads up display function can be fitted into a frame design. James Parker - D&AD Oakley

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DEVELOPMENT PART 15

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DEVELOPMENT PART 16

Form exploration bringing Oakley aesthetic into the James Parker - D&AD Oakley

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DEVELOPMENT PART 17

Testing bringing the screen away from the frame in this model, created cumbersome design that could break off and not function.

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DEVELOPMENT PART 18

Widened arms of frame to allow components to be fitted with in.

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DEVELOPMENT PART 19

Altering the screen to the middle of the glasses and within creates a more ridgid and secure design. By thickening the from this moves the frame and screen slightly further from the eye and in eye view with out obstructing the view to much.

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DEVELOPMENT PART 20

Blending the position of the screen into the frame so that it doesnâ&#x20AC;&#x2122;t petrude to much into the front or side profile.

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DEVELOPMENT PART 21

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DEVELOPMENT PART 22

Starting to create forms of the side profile view of the James Parker - D&AD Oakley

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DEVELOPMENT PART 23

Exploring how the details of the glasses will be designed and function, here looking at lens changing and arms on the frame.

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DEVELOPMENT PART 24

Defining the position where the frame and arm bend at and the way in which that lenses change and the relationship between these two functions.

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DEVELOPMENT PART 25

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DEVELOPMENT PART 26

Sectioned arm with sprung metal inside allows to get a better and tighter grip for the user this page explorers possible forms for this idea.

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DEVELOPMENT PART 27

Nose piece goes to deep up the nose making a slightly uncomfortable fit.

Combining hinge to change lenses and heads up display screen.

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DEVELOPMENT PART 28

Creating a better fit around the nose by bringing the nose piece out further creating more of a cushion where the nose and pad meets.

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DEVELOPMENT PART 29

Working out the final sizes of the sunglasses and how these word on the face.

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DEVELOPMENT PART 30

Going from 2d sketch into a 3d form where details of form and structure can be refined, the page to the right shows tiny detail of form in 3d.

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DEVELOPMENT PART 31

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DEVELOPMENT PART 32

Refining the form and bringing all of the features in to the glasses in a way that is true to the brand follows the brand code. James Parker - D&AD Oakley

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DEVELOPMENT PART 33

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DEVELOPMENT PART 34

Further refining features and form to create the final design and get all of the features needed by the sailors and brand code into the glasses. James Parker - D&AD Oakley

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FINAL DESIGN

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FINAL DESIGN PART 1 - ABOUT

This concept is about trying to make a completely no compromise Sunglass design very specific to sailing and addresses the issues that current sunglasses have for sailing but also integrates a heads up display allowing the athlete to see instrument telemetry which will enable then to gain better performance from their boat and win. Changeable lenses - Lenses tailored to weather conditions - There has to be a straight benefit to wearing glasses at all, so if the lenses are not correct for conditions that can make all the different to them being use full or a hindrance, when sailing.This design has a simple locking mechanism that allows lenses to be changed easily to variety of tints and specifications. Field of vision - Currently some sailors where hat due to the glasses frame impairing what they can see.This design counters this by the lenses coming round the face further towards the ear. Tight fit - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. By creating finger like bone joints that pull into your head this creates a much closer fit. Rugged - Robustness is very import in sailing sunglasses they can be easily knocked so having full frame is very import to keep lenses secure and safe, this is remedied by having a full frame around the glasses as well as the lenses being interchangeable. Understanding the wind - Their is a micro LCD screen mounted in the right hand frame that allows data from sensors mounted in the boat to be displayed to the wearer showing the affect that

the wind has upon their direction and speed. Using sensors to determine wind direction, compass bearing, position of boat in relation to course and speed over ground use full information can be given back to the athlete to improve their racing performance. All of the sensors would be fitted into the boat and a wireless link to the glasses allows them to receive the information. -Speed - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete. -Wind Direction - Shows how close you can get to the wind to increase speed. - Position and bearing - using a combination of pre known race markers plotted in a GPS and compass can allow you to get as close as possible to the most optimum course. Having this information within glasses means that its all ways available and viewable even when you are moving around the boat, as well as if this information is all ways available the sails can be tweaked all the time to increase the speed of the boat dependent of the current wind direction and bearing.

Comfort - The design has a design that is suited to male heads rather than women as it is for a larger head this specifications allows the Sunglass to have a more ergonomic design and as specific as possible to the athlete using the sunglasses.

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FINAL DESIGN PART 2 - BRAND

How it relates to brand Organic Styling - Frame has quite an aggressive form over all with the oversized frame, exadurated features, but at the same time very specific organic elements within that form, such as the joints at the ends of the arms where the frame goes over the ears where the splits into parts like a skeletal structure. Much of the rest of the frame is quite bone like and the way the connection between components is very natural. High Performance - design of these glasses is to try and make you able to perform the best, using technology to allow the athlete to understand the boat and the affects of the wind, improving over all performance, Adaptable - Lenses can be changed easily by uncoupling the arms and arms have skeletal spring loaded arms to create a better and securer fit to the head. Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours. Technical Innovation - Glasses before have used heads up displays but none have used this technology specifically to aid sailing to try and create the best possible sunglasses design to allow maximum performance for an athlete to get the most out of the boat and current conditions.

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FINAL DESIGN PART 3

Top gold dots pivot point for arm to change lenses.

PartVents to stop glasses steaming up. Part Main body and arms Gold details Process - injection moulding Process - injection moulding Material - ABS - matt Material - ABS -matt Finishing - Sprayed in black Finishing - Sprayed in metallic Gold

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Vents to stop glasses steaming up.

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FINAL DESIGN PART 4

Hydrophobic Lenses allow water to bead and run off.

Clips to hold arms and allow lenses to be changed.

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FINAL DESIGN PART 5

Clip to secure lens and arm in place.

Lens easily swapped out and changed.

Pivot point for arm.

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FINAL DESIGN PART 6

Gold metallic piece inside the 5 sections ABS arm is a piece of sprung metal, this allow the arms of the glass to fit to the head better as to the left in normal view when put on the arms try to push back against the head back to their original form (to the left).

Sprung arms to allow tight and more secure fit.

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FINAL DESIGN PART 7

12.5

4.4

5.6

BER

SPD

XTE

NXT

Right Hand O is the power button for the heads up display

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FINAL DESIGN PART 8

12.5 BER

XTE

12.5

4.4

BER

XTE

4.4

SPD

5.6

NXT

SPD

BER

XTE

SPD

BER12.5 NXT 5.6 XTE 18 SPD 4.4

Left Hand O is the screen change button for the heads up display

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FINAL DESIGN PART 9

12.5

4.4

5.6

BER

SPD

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XTE

NXT

FINAL DESIGN PART 10

XTE (degrees) - CROSS TRACK ERROR the difference between the bearing you are on and the best possible direction with current wind conditions.

Blue triangle is best optimum sailing bearing to next race marker.

12.5 BER

XTE

Blue dots are race marker points, and blue line is the optimum sailing line between race marker points.

BER

5.6 4.4 NXT

SPD

4.4

NXT 5.6

XTE

4.4

BER12.5

12.5

XTE 18 SPD 4.4

SPD

BER (degrees) - Current compass bearing of the boat.

Red arrow is the wind direction in relation to the boat direction. NXT - is the distance to the next race marker point.

Battery and connectivity indicators.

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SPD (knots) - Speed over ground of the boat.

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FINAL DESIGN

Micro screen layered with lens over the top, allows the screen to be viewed at very close distance to your eye, minimum 10mm from eye ball.

PART 11

Wire runs in top part of the frame.

Left Hand O is the screen change button for the heads up display.

Right Hand O is the power button for the heads up display

Circuit board connected to the two buttons, battery and screen. Power micro USB also connected to circuit board. Micro lithium battery within left side arm of the glasses.

Micro USB cable for charging

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FINAL DESIGN PART - 12

Left side - battery, two part ABS plastic case.

Right side - Circuit board, clips inside two part ABS plastic case.

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FINAL DESIGN PART 11

Wind vain - collects data on wind speed and wind direction. Wirelessly connects to base unit. Is powered by wind spinning the vain

Sunglasses - wirelessly connect to base unit and only displays the data it receives no sensors with in the glasses purely a screen to deliver the information.

Solar panel powers the Base Unit.

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FINAL DESIGN PART - 12

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