Milan, 21 September 2015 - Police, the world-famous Italian lifestyle brand, opens its first branded store in Milan. Located on one of the longest shopping streets in Europe - at 47 Corso Buenos Aires - as well as displaying all of the Police-branded products, this first branded store, 50 m2 in area, expresses the values that have made Police a household name across the world in just a few short years.
Designed and developed by the icat studio, the store interprets the brand's aesthetic codes to generate an original mood inspired by a "cosmopolitan" set. The space is characterised by metal and concrete, allowing visitors to immerse themselves in the Police world within seconds. Radical choices were also made in terms of the colours, with no paint used. All materials are raw and express the brand's bold and authentic spirit.
"Today is a particularly important day for Police. The opening of this first branded store represents a starting point for our mission to achieve new and important goals", commented Michele Aracri, Managing Director of De Rigo Vision S.p.A. "This store enables us to provide a complete overview of all of our product ranges for the first time in an architectural and design context that brings out the brand's identity to the full. I would like to thank all of our partners who produce Police licensed products, with whom we have worked for years and who have contributed to creating a lifestyle, a 360° way of life."
Launched in the 1980s as a De Rigo Group eyewear brand, Police now boasts a wide range of products in different categories, all of which distinctive for their on the road and consummately urban spirit. In fact, the brand has expanded into other sectors such as fragrances, watches, jewellery and small leather goods with products that always stand out for their strong and recognisable character and the high quality of the materials used.
Police has had great cultural cache since its early days thanks also to the famous names chosen to endorse its eye-catching and era-defining advertising campaigns (Bruce Willis, George Clooney, David Beckham, Antonio Banderas), which have made the brand synonymous with a specific lifestyle. Today, the face of Police for the third year running is Brazilian striker Neymar Jr.