For the Movement Lab in Zurich, we collaborated with On’s architecture team to develop a series of permanent retail fixtures that seamlessly blend display technology with material expression. Conceived as part of the store’s architectural identity, the fixtures integrate digital components directly into the spatial fabric, transforming storytelling into an ambient, built-in experience.
At the core of the Zurich flagship store sits the The CloudTec® Table. An interactive centerpiece designed to bring On’s footwear innovation to life. Showcasing one model from each of the four key franchises, it turns CloudTec® technology into a playful, hands-on experience that sparks curiosity and conversation. Designed to evolve, the table can be continuously updated with new campaigns and product narratives, ensuring the in-store experience remains dynamic and current.
The apparel display system merges storytelling and product presentation in one modular setup. From the front, a large screen pairs with the featured apparel to bring its narrative to life through motion and context. From the back, three smaller screens highlight key innovations, offering a deeper look into each piece. Building on the design language of the CloudTec® Table, the system is fully adaptable and can easily be redressed to showcase seasonal collections and product stories.
