May 16, 2021

On opens first flagship store

2 min read

Last week, the Swiss running brand On launched its first global store ‘On NYC’ in New York City, more precisely at 363 Lafayette Street in Manhattan’s NoHo district. It carries both the running shoe range and apparel for men and women.

At the center of the 160 sqm store is the so-called Magic Wall, which is supposed to offer a way to effortlessly find the right shoe. The wall, which is almost 3 meters high and 19 meters long, stretches almost the entire length of the store and is also said to impress with its technological capabilities. At the front, an invisible, biomechanical running analysis in the floor determines customers’ running style in seconds. Runners need only take a few steps to find shoes for their individual running style, On promises. In combination with a custom-built invisible foot scanner with depth cameras, not only the model recommendation but also the shoe size is analyzed.

Running along the sneaker wall to find the perfect running shoe

Running along the sneaker wall to find the perfect running shoe

Special technology should help to find the right running sneaker

Special technology should help to find the right running sneaker

On the back of the Magic Wall, customers can view and try out the On shoe collection. The selected product is transported directly to the checkout, where contactless checkout is possible.

On's Magic Wall

On’s Magic Wall

Behind the Magic Wall, changing rooms are available to try on On’s Apparel collection. Special gdget: upon entering the fitting rooms, customers are greeted by alpine scents and harmonizing sounds designed to transport them to the Swiss Alps.

The On store also offers the apparel range

The On store also offers the apparel range

Upon exiting On NYC, shoppers receive a small 3D-printed rock, another nod to On’s alpine roots in the Engadine region of Switzerland. To learn more about touchpoints or products in the store, including how the rock was made, shoppers can hold their smartphone up to the item in the store and get more information using NFC technology.

Those who don’t want to or can’t come to the store but are in New York can schedule a virtual shopping appointment. This way, selected products can be shipped within 2 to 4 hours and tried on at home before purchase.

“Ten years ago, we set out to revolutionize the running experience. Today, we have reinvented the shopping experience. With design and technology at the forefront, On NYC will allow customers to engage with our products in a whole new way. This year, more than ever, people have found joy and variety in running. Not only for this reason, there is no better time for us to open our first global Experience Store – in a city we are convinced will remain the shopping capital of the world,” says On co-founder David Allemann.

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