Timeless style, authenticity and freedom of expression sit at the heart of the Ray-Ban brand, a pioneer in sun and prescription eyewear for generations. Since the introduction of the iconic Aviator model created for the pilots of the United States Army, Ray-Ban has been at the forefront of cultural change; a symbol of self-expression worn by celebrities, musicians, artists and public figures all around the world.  This store will have a large number of avant premier styles. Marrying innovative lens technology with frame design has been at the core of the brand for decades. The store will also have a full-time optometrist and the latest eyecare technology to offer comprehensive eye tests. The design of the new Ray-Ban store takes for its inspiration the brand’s ingenuity; the spirit of creativity has shaped the store environment, bringing Ray-Ban’s heritage into the present, offering all generations a stimulating, innovative shopping experience. In-store, digital tools will create an engaging journey where customers can dive into product stories and the history of the brand, in an environment that reflects the brand’s iconic DNA.