Swiss performance label On launches its first Asia flagship store

(Source: On )

On’s first flagship store in Asia has opened its doors to the public in Tokyo, the brand’s second flagship after New York and its largest store yet in the world. 

Located in the renowned Harajuku district, the On flagship store features three entrances, spanning three levels and more than 320sqm. The store’s facade features floor-to-ceiling glass windows, allowing natural light into the space. A metal staircase is situated on the side of the entrance to lead customers to the upper floor. The interior design, following a futuristic vibe, is highlighted by modern elements, such as metal, LED lights and mirrors. 

“We found the interior of the building so raw and beautiful in its own way that instead of over-cladding the interior we decide to keep it as is,” said Soudeh Haghi, retail architectural lead at On.

While the first floor houses On’s full range of apparel and accessories, the second floor is home to a selection of sneakers and other footwear, which are displayed on “the magic wall”. On’s usual concrete seat was replaced by wooden elements inspired by Japanese craftsmanship, adding warmth to the space.

The basement features a 3D-printed rock, a replica of one found in the Engadin Valley, where the idea of On was born. The installation can be seen through the atrium of all floors. 

The launch of the first On flagship store in Asia is part of the brand’s strategy to expand its presence in the region.

Founded in 2010, On’s products are currently sold at more than 8700 retail stores in more than 50 countries. Headquartered in Zurich, the brand has opened offices in the US, Japan, Vietnam, Australia and Brazil. 

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