Last week, the Swiss running brand On launched its first global store 'On NYC' in New York City, more precisely at 363 Lafayette Street in Manhattan's NoHo district. It carries both the running shoe range and apparel for men and women.
At the center of the 160 sqm store is the so-called Magic Wall, which is supposed to offer a way to effortlessly find the right shoe. The wall, which is almost 3 meters high and 19 meters long, stretches almost the entire length of the store and is also said to impress with its technological capabilities. At the front, an invisible, biomechanical running analysis in the floor determines customers' running style in seconds. Runners need only take a few steps to find shoes for their individual running style, On promises. In combination with a custom-built invisible foot scanner with depth cameras, not only the model recommendation but also the shoe size is analyzed.
Those who don't want to or can't come to the store but are in New York can schedule a virtual shopping appointment. This way, selected products can be shipped within 2 to 4 hours and tried on at home before purchase.
"Ten years ago, we set out to revolutionize the running experience. Today, we have reinvented the shopping experience. With design and technology at the forefront, On NYC will allow customers to engage with our products in a whole new way. This year, more than ever, people have found joy and variety in running. Not only for this reason, there is no better time for us to open our first global Experience Store - in a city we are convinced will remain the shopping capital of the world," says On co-founder David Allemann.