The ongoing retail expansion of Zurich-based running shoe brand On has reached Milan, where very recently, its tenth standalone store has opened its doors. The Swiss cult brand has secured a voluminous 400 sqm. (4,306 sq.ft.) unit spread across two floors on the premises of an eleven-storey, Brutalist structure built in the early 1970s. The interior design, created by the brand’s in-house design team, sees an aesthetic that’s fairly similar to other recently inaugurated On retail spaces, featuring various installations which showcase the technologies, materials, and values that have made the brand popular across the planet, including unique soles and sustainable materials. One side of the lofty ground sees extendable metal display units with storage, extending all the way to the back of the store.
Additional furnishings and fixtures comprise metal-clad recessed apparel display spaces, low timber benches in light timber, a matching sales counter and product displays. A distinctive clay wall serves as a backdrop, and is a nod to the green belt surrounding the city which is a prime route for the city’s sizeable runner community. And speaking of which, the store comes with a gathering place where On‘s very own running club can meet up. The more intimate basement section is lined with metal tiered shelving, recessed apparel display space, all paired with low timber benches and a sales counter. Two large skylights provide ample lighting. The newly opened On store carries the brand’s full range of running shoes, apparel and accessories for men, women and kids. © superfuture
On
Corso Vittorio Emanuele II 24-28 (Duomo)
20122 Milan
Telephone +39 02 87368319
Daily 10am-8pm
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