NEW STORE OPENING IN TOKYO
POLICE PURSUES ITS EXPANSION STRATEGY IN JAPAN:
THE LIFESTYLE BRAND INAUGURATES A NEW CONCEPT STORE IN TOKYO’S LIVELIEST DISTRICT
On 4th November, Police, the all-Italian brand owned by the De Rigo Group, inaugurated an innovative new venue in Japan’s capital city: not simply a flagship store, but a fully-fledged Concept Store.
Located in Shibuya, one of Tokyo’s coolest districts, the new venue, measuring over 77 square meters, reflects the city’s dynamism and urban style, two core Police values since its establishment in 1983.
The store fully reflects the brand’s aesthetic codes, plunging visitors into the Police universe. The brand’s bold genuineness has been interpreted by a markedly urban mood, characterized by the predominant use of metal and concrete and the choice of blue hues for the furnishings, as a tribute to the blue mirrored lenses invented by Police in the nineties, which quickly became a worldwide trend.
The new Police Concept Store in Tokyo is an artistic space in which creativity and innovation coexist. Here, the works of young Japanese talents are hosted in rotation alongside the international brand’s lifestyle products, highlighting Shibuya’s unique artistic scene.
With this opening, the first in Japan after the recent inauguration of two flagship stores in China, the De Rigo Group reiterates its interest in the Asian market.
“Today is a particularly important day for Police. The opportunity to open this lifestyle concept store is an important acknowledgement of the value attributed to our house brand in Asia, which of course is a strategic market for the eyewear sector”, says the Group’s Managing Director, Michele Aracri. “The new concept store allows us to offer a complete overview of all our product categories in an architectural and designer setting that enhances the all-round Police lifestyle”.
Established in the 1980s as a De Rigo eyewear brand, Police now designs a wide range of products, such as perfumes, watches, jewellery and small leather goods, and all marked by an urban spirit and by the high quality of the materials used.