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Physical stores have really had to up their game over the last few years. Both as a result of the rise of online shopping, the pandemic, and the fact that real life shopping is actually quite boring, one by one traditional brick and mortar stores have been replaced by all-round trendier and more interactive and immersive shopping experiences.

And that’s what On’s first-ever flagship store is: an experience. Opening the doors of its 350 square-meter location just last week, On Labs, as it’s dubbed, is situated beneath its Zurich-based headquarters.






The space, which offers a myriad of immersive elements that have been designed to deliver a “truly personalized shopping experience,” features On’s arsenal of styles stocked in concealed “Magic Wall” shelves which have been pleasingly arranged in accordance to performance attributes.

Most impressively, On’s hidden gait-cycle analysis technology is on-hand to help find the best shoes to fit your particular movement style, as it compares key characteristics with a database of more than 52,000 runs, while a foot scanner details your shoe size to within 1.25mm of perfection.

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Footwear isn’t the only thing on the menu, as On’s ever-expanding range of apparel is on offer too. Engineered for running, outdoor activities, and everyday wear, garments are presented under changing LED lights, which have been designed to evoke natural environments.

This opening marks the continuation of a busy 2022 for On, following the recent launch of its Cloudmonster and Cloudtrax silhouettes, as well as its high-profile collaboration with Spanish house LOEWE.

On Labs Flagship Store, Hardturmstrasse 183, CH-8005, Zürich.

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