Swiss-based shoe company, On, has marked its entry into Southeast Asia with the launch of its premier store at Jewel Changi Airport in Singapore. Covering an impressive 9300 square feet over two levels, the retail space is designed to reflect the brand’s ‘Dream On’ ethos, presenting an environment that is simultaneously practical and inviting.
On’s CEO, Martin Hoffman, expressed that the store is not simply a retail outlet, but rather a fusion of innovation and community. The exterior of the store draws its inspiration from Singapore’s picturesque coastal running tracks, while the interior introduces customers to the brand’s unique technologies through interactive displays.
Highlights of the store include a modular ‘Magic Wall’ designed for quick shoe try-ons, and an introduction to On’s patented innovations such as their CloudTec cushioning and Speedboard technologies. The ground floor of the store is dedicated to the Performance Zone, which showcases technical footwear and clothing items. This includes popular models like the Cloudmonster and Cloudrunner shoes, as well as the upcoming ‘Zendaya x On’ ‘Zone Dreamers’ collection and the LightSpray material innovation.
The upper level of the store houses the Lifestyle and Expansion Zones, offering a diverse range of products. Customers can explore a tennis section co-created with tennis legend Roger Federer, a lifestyle wall featuring popular styles like the Cloudtilt and Cloud 6, and an outdoor section presenting travel-ready designs, including the Cloudultra and Cloudrock models. Customers can also get a sneak peek at On’s upcoming kids’ range.
In addition to the retail offering, the store aims to become a community hub, hosting weekly group runs, training sessions, and workshops. The store will also serve as the headquarters for the On Run Club in Singapore.
Hoffman stated that the ambition is to create an environment that not only showcases their cutting-edge products but also fosters a community of running enthusiasts. He believes that this commitment to community connection resonates with Singapore’s dynamic fitness culture and strengthens their presence in the region.
What is the concept behind On’s new store in Singapore?
The new store is based on On’s ‘Dream On’ concept. It aims to be more than just a retail space, serving as a place where innovation meets community. The goal is to showcase their innovative products while also nurturing a community of passionate runners.
What unique features does the store offer?
The store offers a modular ‘Magic Wall’ for quick shoe try-ons and interactive displays introducing On’s proprietary technologies. It also houses a Performance Zone, Lifestyle and Expansion Zones, and will host weekly group runs, training sessions, and workshops.
How does the new store align with Singapore’s culture?
The store’s focus on community connection aligns with Singapore’s vibrant fitness culture. It aims to foster a community of running enthusiasts, thereby strengthening On’s regional presence.
