Swiss run brand On has unveiled its latest brand experience space in Shoreditch, London, during the 2021 Virgin Money London Marathon weekend. The concept, called ‘Point2’, runs from September 30th to October 3rd 2021, and aims to celebrate the marathon mindset and running culture through artistic creativity.
‘Inspired by the physiological stages that the body and mind travel through during the last 0.2 miles of a marathon, Point2 is a sensorial experience whereby visuals, lights, textures and sounds are utilized to replicate the out of body experience of finishing a marathon and reminding audiences that the power of the human spirit takes people beyond what is believed to be achievable.’
On has called in brand consultancy and community activator Protein Agency as well as creative director Lucy Hardcastle to work on its ‘complex three phase sensory project’.
The space in Shoreditch has been transformed into a community space for activities hosted by and for local runners and creatives. The central part of the space features an experimental art installation by Lucy Hardcastle.
Point2 is staffed with various On peers & contributors hosting visitors throughout the coming weekend. Upon entering Point2, the public can discover On’s story, selected products and the brand’s sustainable project, Cyclon. A particular emphasis on shared discussions and exchanges, with dedicated seating lounges, is available including a café.
Full details of the four day series can be found online. The program was created in close collaboration with local partners and community leaders and includes:
- Movement classes led by Blok Studios
- Manifestation class by Kira Matthews
- Outdoor workshops by Athene Club and a speed mentorship for young creatives
- Highsnobiety and Trippin will both be hosting one night at On’s Point2 space
Sunday is fully dedicated to the London Marathon, with a live-screening of the race, finisher rewards and the team behind Paris-based running store Distance running all the way to Point2 from France.
Point2 venue:
31 New Inn Yard
London EC2A 3EY
Opening hours, from September 30th to October 3rd 2021:
Thursday: 11:00 – 22:00 BST
Friday: 09:00 – 21:00
Saturday: 09:30 – 22:00
Sunday: 09:30 – 16:00
