Three elements have been consistent throughout the history of On since its launching in 2010: modern design, attention to detail, and most importantly, emphasis on high performance. While the Swiss sportswear label started as a band for runners, they’ve expanded to offer products for all types of movement with the aim of inspiring people to perform their best every day.
With the Gorpcore trend, however, brands like On are boosting the leisure sector and informing the current aesthetics of urban style — in addition to informing the movement of our body from head to toe. What does that mean? That On isn’t only mastering the art of innovation but is also thriving as a fashion brand, and its recent collaboration with Loewe bears witness to this. Previous fashion collaborations with Highsnobiety and Roger Federer have deepened the link between fashion and performance.
ON’S NEW STORE IN BERLIN
It was about time to bring On to Berlin — and generally, Germany — say, clubbing in activewear? Comfort meets high-quality style? Say no more.
Judging from the queue standing outside the store last night, there’s no doubt that the opening of the store was received with great excitement, with a large number of visitors showing up. The much-anticipated event saw dancer Ricco-Jarret take over the space, while drinks and bites flew around. A DJ booth was set on the underground floor, and on the first floor, shirts were printed on the spot.
The first brick-and-mortar store at the heart of Berlin’s shopping centre in Mitte, right next to cafes, restaurants, and other go-to stores, is part of On’s plan of expansion.
THE STORE BRINGS PERFORMANCE AND COMMUNITY TO THE FRONT
With the opening of the store in Berlin, On reenacts to its initial founding mission: ignite the human spirit through movement. In doing so, the brand is inviting the active community of the city to join a running session and test the latest models every Thursday at 18.30 at the store.
But On isn’t only for sports enthusiasts. For this reason, the store is planning to host various events focused on movement, culture, and sustainability in their aim to stay active within the community.
In need of motivation? On is poised to keep you on.
THE STORE’S CURATION
Upon entrance, the store reveals a large aluminum shelving along the wall, and in the middle, a staircase connects to an underground floor. This large space (520m2) combines traditional and modern elements in sync with the overall aesthetics of the store’s surroundings and the city: concrete walls merge with wooden elements and metal sheeting, creating a contrast between natural elements, modernity, and industrial landscapes. Quite a fit for Berlin.
This large structure welcomes On’s wide range of products, featuring unique soles, sustainable materials, and new-generation technology which, thanks to its shelving system, visitors can run through with ease.
“The On store has been designed to blend harmoniously into the urban environment where local runners feel at home,” says Diana Dowling, Head of Retail at On.
The new On store is located in Neue Schönhauser Allee 19, Berlin.
*Header image by Joe Clark.
