When the world’s fastest-growing sports brand On Running first branched into physical retail, they partnered with fashion architects Specific Generic, tracking specialists Motion Metrix, and experience designers FIELD.SYSTEMS, to create a store concept that seamlessly integrates architectural and digital experience – and that scaled from their NYC flagship to 20 retail outlets, pop-ups and events in the space of a year.

Architectural Feature – Retail Experience – Future Sales Tool

The Try On experience takes interactive retail to the next level:

Your running motion is analysed along a 12m track with markerless motion capture from three angles. A full biomechanical profile of your running gait is visualised as a digital artwork, analysis parameters, and product recommendations – pairing expert sales advice with data analysis and visualisation.

A smart database supports after sales and long-term customer relationships: when runners come back a few months after their purchase, a direct comparison shows them how the right shoe improves their performance.

Technology-Driven, Human-Centred

Centrepiece of the On NYC flagship store is a bespoke, swiss-engineered wall: with storage for all models and sizes on one side, and a modular digital-physical product display on the other. A high-density LED glows through a metal grid, creating a mesmerizing digital-physical effect – for which the visuals are specifically designed.

ON RUNNING, LONDON REGENT STREET

Stores worldwide:
NYC Flagship, New York, US
Beijing, China
London Harrods, United Kingdom
Shanghai Kerry Center, China
Shanghai TaiKoo Hui, China
Shanghai Mono #4 Iapm, China
Shenzen, China
Chengdu, China
Hangzhou, China
Tokyo, Japan
Zurich, Switzerland
Los Angeles, California, US

Events:
London Lab, Aug 2021
NYC IPO, Sept 2021
London Marathon, Sept 2021