On opens flagship store in Milan and enters Italy
The Swiss sportswear brand On has opened its first Italian store in Milan at Corso Vittorio Emanuele II 24/28.
The new flagship store extends over two floors with a total of 480 square meters and represents an important step in On’s expansion in Italy.
The store is located in the heart of Milan’s historic center and was designed by the renowned architectural firm BBPR, known for designing Milan’s modern urban landscape and, for example, as the author of the iconic Milan skyscraper Torre Velasca.
In store, Milan
The ground floor of the store, which features high, open ceilings, was originally an open public space. This has now been upgraded to create a seamless connection between inside and outside with huge display windows and restored ceiling beams. In addition, the store’s original exterior character has been restored, which now fits well into the city’s architectural landscape.
“Corso Vittorio Emanuele II is a sought-after location that fits perfectly with our brand values. This space allows us to showcase multiple collections while remaining flexible to meet the community’s future needs by leveraging our modular system,” explained Diana Dowling, Head of Retail Design at On.
The ground floor features running collections and new arrivals, while the lower floor is dedicated to training, tennis and lifestyle products.
In store, Milan
The basement, once an empty open space with a brutalist concrete ceiling, has been transformed into a piazza where the community can gather.
Sculptural elements protrude from the floor and ceiling, creating focal points around which the space revolves.
The store also features a site-specific floor installation made of natural clay, which serves as the centrepiece of the space and a backdrop for product highlights, further strengthening the store’s connection with Milan’s natural environment.
Located in Milan on Corso Vittorio Emanuele II, the store is aimed at fans of running and all forms of movement in the city, offering a selection of products in different categories. The store also aims to engage with the local community through running clubs and physical activity, thus building a strong link with local runners.
“This flagship store in Milan, our first in Italy, is an exciting milestone for On both in Italy and globally,” said Bianca Pestalozzi, General Manager EMEA, On.
In store, Milan
“This flagship store on Corso Vittorio Emanuele II is an excellent meeting point for locals and international visitors to discover our latest innovations and our wide range of products,” she added.
In total, On has opened 37 stores in North America, Europe and Asia, including 20 in China. The expansion of the brand’s own retail operations aligns with On’s commitment to offering customer-centric physical retail experiences on a global scale.
The sports and activewear brand On was founded in the Swiss Alps in 2010 and continues to pursue the goal of igniting the human spirit through movement.
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 operates in over 60 countries worldwide and through its website www.on.com.
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