On Running's London Flagship
What: Swiss running brand On uses a series of installations to tell the brand's story through movement.
Why it is important: The store is a great example of how brands can build a retail space around a focus and relevant theme to tell a brand story.
Located on Regent Street, the brand's flagship store draws on its technology-forward manufacturing and Swiss origins to create a customer experience around community and technology.
Upon entering the three story space, visitors are welcomed with a robotic arm that picks up sneakers and whirls them around through space.
The ground floor is dedicated to storytelling that installations that engage customers in the brand's ethos while the basement provides a space for the brand to host regular community events.
Another installation educates customers on the brand's circular running shoe subscription program where visitors are invited to pick up and interact with the shoes, see the raw materials that are used, and scan QR codes that link to further information.
The first floor features the brand's full range of apparel, accessories, and footwear with installations that feature installations demonstrating the properties of On's materials.
A reoccurring theme of the store is motion, allowing visitors to see the products in action and observe how the products behave when they're in use.