Oakley, part of Luxottica's portfolio, has opened its first mono-brand retail store in Italy. The new store is located in Milan's piazzale Cadorna, next to Luxottica's headquarters. The entrance of the store features a column of LED screens, which are meant to immediately capture the attention of passersby. Digital communication is at the heart of the concept store, in which images continually flow across a video wall, evoking athletes and sporting events as well as the milestones in the history of the eyewear brand. The cladding of the outside walls is made in Viroc, a new material which is a combination of pine wood and cement, so as to represent a blend of flexibility and strength. The store's central platform is made in Steelcolor, a polished black stainless steel with a hi-tech feel, and features a racing bike specially designed for Oakley by Pinarello, the iconic cycling brand.