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.
Product Trial turned Experience: A Global Retail Interactive for On Running
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.
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
NYC Flagship, New York, US
London Harrods, United Kingdom
Shanghai Kerry Center, China
Shanghai TaiKoo Hui, China
Shanghai Mono #4 Iapm, China
Los Angeles, California, US
London Lab, Aug 2021
NYC IPO, Sept 2021
London Marathon, Sept 2021
ON RUNNING IN SHANGHAI, CHINA
Executive Creative Direction
Strategy + Consulting
Head of Production
Shadi El Hajj