Swiss Sports brand On opens its first UK Flagship Store on Regent Street

The high-performance sports brand is opening its first standalone European store in UK’s capital with an explorative, immersive, and tech-driven approach, making it a must-visit.

Swiss sports brand On opens its first official Flagship Store in Europe, located at 169-173 Regent Street, London, UK. On has driven 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. The store will officially opens its doors to the general public on February, 10th.

“Swiss Engineering means for us loving technology and the natural world,” explains 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.”

Upon entering On London, shoppers will experience the latest from the Swiss performance brand On. 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 versatile 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, shoppers will experience the latest in retail technology. For the first time in London, the full range of women’s and men’s collections will be presented in the store. A magic wall spanning nearly the floor’s length and height is striking in appearance and technological capabilities. With a hidden gait-cycle analysis technology, shoppers only need to run a few strides to get instantly matched with the best shoes for their running style. On’s team of running expert store advisors will be available to facilitate and coach along the way.

The Magic Wall enables shoppers to explore and try on the entirety of the On shoe collection with ease. 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. Stepping into the changing lounge area, shoppers will feel transported to the Swiss Alps with a signature Alpine scent and complementing sounds.

Upon exiting On London and immersing back into the hustle and bustle of Regent Street, shoppers will pass a life-size boulder, another nod to On’s outdoor roots. The piece celebrates On’s history and founding and is influence directly by the Engadine Valley in the Swiss Alps. The boulder was hand carved and made of bricks – inspired by a material encounted on the streets of London.

On London reflects the brand’s persistent innovation and devotion to creating unique products and experiences for customers everywhere. Located in London’s lively Regent Street, the store will serve as a seasonal hub for the local running community where runners of all kinds can safely gather to run together and see the latest products and innovations from the brand.