Swiss run shoe brand On is opening its first official flagship store in Europe, located at 169-173 Regent Street, London, UK.
The store will officially open its doors to the general public on February 10, 2023.
‘With a design-centric and technology-driven approach to the in-store consumer experience, the three-story store offers much more than the latest innovations and products and focuses on its community that loves exploring, touching, and discovering with all senses.’
“Swiss Engineering means for us loving technology and the natural world,” said 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.”
A release from the company added… ‘Upon entering On London, shoppers will experience the latest from the Swiss performance brand. Inspired by a science museum, shoppers are encouraged in a fun way to touch, interact and explore the newest technology, sustainability projects, and innovation in various interactive stations on the ground floor.
‘From a design perspective, the materials look and feel has been chosen carefully to connect with the running path in London. The floors are made of paving stones, and the wall is made of natural clay and is hand applied.’
The Lower Ground floor is dedicated to On’s community. It offers a community space for panels, workouts, and events, including a pop-up bar. The green walls are made of concrete cast in wood that replicate a tree trunk.
On the top floor, the full range of On women’s and men’s collections will be presented in the store. With a hidden gait-cycle analysis technology, shoppers only need to run a few strides in-store to get matched with shoes for their running style.
The store’s ‘Magic Wall’ enables shoppers to explore and try on the entirety of the On shoe collection…
‘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. The changing lounge area aims to transport shoppers to the Swiss Alps with a signature Alpine scent and complementing sounds.
Upon exiting the On London store, shoppers will pass a life-size boulder, another nod to On’s outdoor roots. This celebrates On’s history and founding, and is influenced directly by the Engadine Valley in the Swiss Alps. The boulder was hand carved and made of bricks – inspired by a material encountered on the streets of London.
