The Swiss sportswear brand On has opened its first Italian store, located in Milan, on Corso Vittorio Emanuele II 24/28.
The new flagship store occupies two floors of 480 sq. meters and marks a significant step in On's expansion in Italy.
Located in the heart of Milan's historical center, the store was designed by the renowned architectural office BBPR, known for shaping the modern urban landscape of Milan as, for instance, author of the iconic Milanese skyscraper Torre Velasca.
In store, Milan
The ground floor of the store, characterized by high open ceilings, was originally an open public space. It has now been enhanced to create a seamless connection between inside and outside with huge store windows and restored ceiling beams. In addition, the store's original outdoor character has been restored, connecting well with the city's architectural landscape.
“Corso Vittorio Emanuele II is a sought-after location that perfectly aligns with our brand values. This space allows us to present multiple collections with flexibility for future community needs, utilizing our modular system,” commented Diana Dowling, head of Retail Design, On explained.
The ground floor hosts running and new arrival collections, while the lower floor is dedicated to training, tennis and lifestyle products.
In store, Milan
The underground floor, once an empty open space with a brutalist concrete ceiling, has been transformed into a piazza where the community can gather.
Sculptural elements emerge from the floor and ceiling, creating focal points around which the room gravitates.
The store also showcases a site-specific floor installation of natural clay, serving as the centerpiece of the space and the background for product highlights, further strengthening the store's connection to Milan's natural surroundings.
On Milan store in Corso Vittorio Emanuele II is aimed at fans of running and all forms of movement in the city, offering a selection of products across various categories. The store also aims to engage with the local community through run clubs and movement activities, fostering a strong connection with local runners.
“This flagship store in Milan, our first in Italy, is an exciting milestone for On both in Italy and worldwide,” said Bianca Pestalozzi, general manager EMEA, On.
In store, Milan
“Located on Corso Vittorio Emanuele II, this flagship is an excellent meeting place for locals and international visitors to discover our latest innovations and wide range of products,” she added.
In total, On has opened 37 stores in North America, Europe, and Asia, including 20 in China. The brand's expansion of own retail aims to On's commitment to offering customer-centric physical retail experiences on a global scale.
The On sportswear and activewear brand was born in the Swiss Alps in 2010 focusing its commitment to ignite the human spirit through movement, a mission that still pursues it today.
Fourteen years after its debut On delivers innovative premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis.
In store, Milan
On is operating in more than 60 countries globally and throughout its www.on.com website.
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