Swiss performance running clothes retailer On has opened its new flagship store in Bangkok’s IconSiam mall in partnership with Singaporean partner Gill Capital. 

Spanning across 826sqm, the store is inspired by Khon Kaen’s Blue Spring, blending natural stone textures and curved design with cutting-edge innovation. 

The store’s central piece is the Magic Wall, an interactive installation for shoppers to explore footwear, experience product storytelling and learn about the brand’s CloudTec cushioning and Speedboard technology. 

The store is divided into zones for different activities, including running, training, lifestyle, tennis and kids, to allow customers a journey through the brand’s range of products. 

The space will also serve as a community hub, featuring run clubs, workshops, and training sessions.