POLICE HAS TURNED THIRTY AND IS NOW GETTING READY TO LOOK BEYOND
A photographic book of artistic portraits and an exclusive
Special Edition sunglass to support Doctors Without Borders
Police - house brand of the De Rigo Group, one of the leading companies worldwide in the production and distribution of high end eyewear - is celebrating its thirty-year anniversary with Look Beyond, an initiative including a book of artistic photographs and a Special Edition sunglass to support the "Forgotten Crises" of Doctors Without Borders. The project will be officially presented to an audience of international guests on 28 February 2013 as part of an exhibition retracing the most significant moments in the history of Police.
The book, Look Beyond - based on an idea by Michele Pecchioli - is the work of one of the great names of Italian photography, Giovanni Gastel. Through a collection of portraits of personalities from the worlds of show business, music, sports and art - such as Stefano Accorsi, Luisa Ranieri, Saturnino, Carlo Cracco, Flavia Pennetta, Francesco Scianna and many more besides - the photographer depicts what it means to look beyond, to overcome those boundaries and filters that often prevent us from truly understanding our surroundings and our inner selves. Looking Beyond is the ability to comprehend these two dimensions, to look with new eyes, and to feel part of something bigger. The portraits are accompanied by remarks by the protagonists on the concept of looking beyond.
For the Look Beyond project, De Rigo will be producing a celebratory, Special Edition sunglass model with unique and sophisticated details. The classic pilot shape, which marked the iconic 1980s lifestyle, will be enhanced with special gold plating and further precious details such as leather inserts and the iconic winged Police logo.
"This is a very important milestone for Police, a brand that has been able to look beyond and evolve in line with the trends, lifestyles and customs of its target audience", says Michele Aracri, CEO of the De Rigo Group. "With this project, Police highlights its versatility, and reveals its sensitivity to certain international issues, while preserving its daring, strong personality".
Police supports the "Forgotten Crises" campaign of Doctors Without Borders, and in particular the organisation's medical-humanitarian activities in the Sahel region of Africa, which is currently facing a serious nutritional crisis. The brand plans to organise initiatives aimed at raising the awareness of DWB and its missions to its customers..
"For years we have been committed to continuously stimulating the media to ensure they continue to inform the public on the most serious humanitarian crises," says Kostas Moschochoritis, General Director of Doctors Without Borders, Italy. "The project Look
Beyond, launched on the occasion of the thirtieth anniversary of the Police brand, is perfectly in line with this commitment, as it brings our work with people under threat to the attention of the general public, and enables them to support us in our daily fight against indifference".
Part of the proceeds from sale of the book and the Special Edition Sunglass will be donated by Police to Doctors Without Borders to provide a complete cycle of treatment based on ready to use therapeutic foods for at least 600 malnourished children.
Barbara De Rigo, House Brands Marketing Manager of De Rigo, says that "Police has chosen to celebrate its thirtieth anniversary with a project designed to keep the focus on something that is normally out of sight, placing a symbolic spotlight on the humanitarian crises that are too often ignored. The first step towards tackling a problem is to recognise it, looking beyond the issue to highlight that which is hidden".