Product Trial turned Experience: A Global Retail Interactive for On Running

When the world’s fastest-growing sports brand On Running first branched into physical retail, they partnered with fashion architects Specific Generic, tracking specialists Motion Metrix, and experience designers FIELD.SYSTEMS, to create a store concept that seamlessly integrates architectural and digital experience – and that scaled from their NYC flagship to 20 retail outlets, pop-ups and events in the space of a year.

: On Running NYC 1082 by FIELD.IO
: nyc-store-page-magicwall front-image by FIELD.IO
: nyc-store-page-magicwall runner-image by FIELD.IO

Architectural Feature – Retail Experience – Future Sales Tool

The Try On experience takes interactive retail to the next level:

Your running motion is analysed along a 12m track with markerless motion capture from three angles. A full biomechanical profile of your running gait is visualised as a digital artwork, analysis parameters, and product recommendations – pairing expert sales advice with data analysis and visualisation.

A smart database supports after sales and long-term customer relationships: when runners come back a few months after their purchase, a direct comparison shows them how the right shoe improves their performance.

: FIELD On-Running Customers-Shoes by FIELD.IO
: FIELD On-Running Customers-Screen by FIELD.IO
: FIELD On-Running Customers-App by FIELD.IO

Technology-Driven, Human-Centred

Centrepiece of the On NYC flagship store is a bespoke, swiss-engineered wall: with storage for all models and sizes on one side, and a modular digital-physical product display on the other. A high-density LED glows through a metal grid, creating a mesmerizing digital-physical effect – for which the visuals are specifically designed.

: nyc-store-page-shoes-image by FIELD.IO
: On Running NYC 941 by FIELD.IO

Stores worldwide:
NYC Flagship, New York, US
Beijing, China
London Harrods, United Kingdom
Shanghai Kerry Center, China
Shanghai TaiKoo Hui, China
Shanghai Mono #4 Iapm, China
Shenzen, China
Chengdu, China
Hangzhou, China
Tokyo, Japan
Zurich, Switzerland
London Flagship
Miami, Florida, US
Los Angeles, California, US

Events:
London Lab, Aug 2021
NYC IPO, Sept 2021
London Marathon, Sept 2021

: FIELD On-Running Shanghai-03 by FIELD.IO
: FIELD On-Running Shanghai-02 by FIELD.IO
: FIELD On-Running Shanghai-01 by FIELD.IO
On Running in Shanghai, China
: FIELD On-Running Tokyo-08 by FIELD.IO
: FIELD On-Running Tokyo-01 by FIELD.IO
On Running Flagship in Tokyo, Japan
: FIELD On-Running Tokyo-09 by FIELD.IO
: FIELD On-Running Tokyo-07 by FIELD.IO

Credits

Commissioned By

On Running

Executive Creative Direction

Marcus Wendt

Strategy

Vera-Maria Glahn

Creative Direction

Paul Brenner

Head of Production

Jamie Raap

Technical Direction

Claus Helfenschneider

Development

VanTa, Frederic Brodbeck, Riccardo Torresi, Shadi El Hajj