Swiss sports brand On is debuting its first flagship store in Europe on Regent Street, London, UK. With a focus on design and technology, the three-story location aims to provide an immersive and interactive experience for shoppers. In addition to showcasing the latest products, the store will also center around the brand’s community of explorers and encourage visitors to engage with the space through all of their senses. The store will open to the public on February 10th.
“Swiss Engineering means for us loving technology and the natural world,” explains David Allemann, Co-Founder of On. “In our store on Regent Street, we have combined both innovatively and surprisingly. With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts, and everyday explorers.”
Upon entering On London, visitors will be greeted with the latest offerings from the Swiss performance brand. The store, designed to resemble a science museum, encourages customers to interact with and explore the brand’s latest technology, sustainability initiatives, and innovations through interactive stations on the ground floor. The store’s design elements are also meant to connect with London’s running culture, with features such as paving stone floors and walls made of natural clay, applied by hand.
The lower ground floor is dedicated to On’s community, featuring a versatile space for events, panels, and workouts, as well as a pop-up bar. The walls are made to resemble tree trunks, created with concrete cast in wood.
On the top floor, shoppers will experience the latest in retail technology. For the first time in London, the full range of women’s and men’s collections will be presented in the store. A magic wall spanning nearly the floor’s length and height is striking in appearance and technological capabilities. With a hidden gait-cycle analysis technology, shoppers only need to run a few strides to get instantly matched with the best shoes for their running style. On’s team of running expert store advisors will be available to facilitate and coach along the way.
The Magic Wall enables shoppers to explore and try on the entirety of the On shoe collection with ease. Carrying every model and size, the Magic Wall revolutionises the shopping experience by eliminating time spent waiting to receive sizes, a store floor strewn with shoe boxes, and allowing for more valuable interaction to learn from On’s expert store advisors. Changing rooms are available to test On’s apparel collection. Stepping into the changing lounge area, shoppers will feel transported to the Swiss Alps with a signature Alpine scent and complementing sounds.
Upon exiting On London and immersing back into the hustle and bustle of Regent Street, shoppers will pass a life-size boulder, another nod to On’s outdoor roots. The piece celebrates On’s history and founding and is influence directly by the Engadine Valley in the Swiss Alps. The boulder was hand carved and made of bricks – inspired by a material encounted on the streets of London.
On London reflects the brand’s persistent innovation and devotion to creating unique products and experiences for customers everywhere. Located in London’s lively Regent Street, the store will serve as a seasonal hub for the local running community where runners of all kinds can safely gather to run together and see the latest products and innovations from the brand.
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