Working model On fashions London coach retailer on "shoppable science museum"

Swiss model On has opened its first UK store on London’s Regent Road, full with metal fixtures and a robotic arm.

For its debut outpost in the UK, On aimed to showcase the science and know-how behind its trainers and clothes.

“Our idea was a shoppable science museum within the sense that one of many essential issues we wish to share is that what we do is science-based,” stated On’s head of brand name environments Nicholas Martin.

It’s performance-run tradition that’s infused into all the things we do.”

The shop’s floor flooring is outlined by three round metal tables, used to show the model’s newest merchandise.

Every of the tables, which will be raised and lowered, is surrounded by a curved metal wall that may be rotated to create a wide range of layouts inside the retailer.

The desk on the retailer’s entrance additionally holds a robotic arm that mimics the motion of working to showcase On’s trainers.

“The very first thing you really see is our robotic arm,” Martin instructed Dezeen. “We would like folks to the touch and discover. So that you sort of get to see the motion.”

“After which we additionally attempt to add totally different layers of storytelling,” he continued. “So you’ll be able to evaluate the totally different sneakers.”

The primary flooring is outlined by a pair of metal cupboards, described by On as a “magic wall” that runs the size of the shop.

It accommodates all of On’s merchandise in all out there sizes in order that clients can immediately attempt on trainers.

“Our aim was to revolutionise the way in which shoe try-ons occur,” stated Martin. “At our shops, we let the product converse for itself. Our know-how is one thing you are feeling as soon as you set a product on.”

Contrasting the metal fixtures, the shop’s partitions had been completed in pure clay sourced from Cornwall, which was utilized by hand.

On the bottom flooring and within the basement-level occasion area, the partitions are painted in a muted shade of gray whereas on the higher flooring, they’re completed in inexperienced.

“Swiss engineering means for us loving know-how and the pure world,” stated Martin. “Know-how makes the shop look glossy, nature helps us to present the shop a extra imperfect and hotter look.”

“The shop inexperienced is a nod to the legendary British racing inexperienced – a color culturally saturated in motion, velocity and engineering,” he continued.

Based in 2010, On is understood for its light-weight trainers and is reportedly the fastest-growing working model worldwide. Its shops kind a part of On’s wider efforts to construct its model internationally.

“They provide an area for our followers, group and new clients to discover and get to know the model,” stated Martin. “We see the shop as a media channel that connects our followers with the model.”

On beforehand created a reflective mountain cabin within the Swiss Alps to mark the launch of its first climbing shoe.

All images courtesy of On.