On Running's new London flagship store was inspired by a science museum

The three-story store is packed with technology and features a life-size boulder, a nod to On’s Swiss roots

Swiss Sports brand On opens its first UK Flagship Store on Regent Street
(Image credit: On Running)

While most sports manufacturers are busy moving their business online, Swiss running shoe brand On goes the opposite way by opening its first flagship store in Europe, in London of all places. Being a flagship store for one of the most dynamically growing brands, On's Regent Street outlet is a feast for the senses. For example, upon exiting the store, shoppers will pass a life-size boulder, which was hand carved and made of bricks inspired by a material encountered on the streets of London.

Inspired by a science museum, shoppers are encouraged to "touch, interact and explore the newest technology, sustainability projects, and innovation in various interactive stations", On says. The floors are made of paving stones, and the wall is made of natural clay and is hand applied. The Lower Ground floor's green walls are made of concrete cast in wood that replicates a tree trunk.

On Magic Wall

On's Magic Wall displayed in a pop-up store in London in 2021

(Image credit: On Running)

On's new London store also features the Magic Wall we tried back in 2021. It spans nearly the floor’s length and height and is striking in appearance and technological capabilities. With a hidden gait-cycle analysis technology, you only need to run a few strides to get instantly matched with the best shoes for your running style. Carrying every model and size, the Magic Wall "revolutionises the shopping experience by eliminating time spent waiting to receive sizes," On claims.

On London reflects the brand’s persistent innovation and devotion to creating unique products and experiences for customers everywhere. Located in London’s lively Regent Street, the store will serve as a seasonal hub for the local running community where runners of all kinds can safely gather to run together and see the latest products and innovations from the brand. The store will officially open its doors to the general public on 10 February 2023 at 169-173 Regent Street, London, UK. For more info, visit On today (opens in new tab).

Matt Kollat
Fitness Editor

Matt is T3's Fitness Editor and covers everything from smart fitness tech to running and workout shoes, home gym equipment, exercise how-tos, nutrition, cycling, and more. His byline appears in several publications, including Techradar (opens in new tab) and Fit&Well (opens in new tab), and he collaborated with other content creators in the past, such as Garage Gym Reviews (opens in new tab). When he isn't working out, he loves roaming the countryside and trying out new podcasting and content creation equipment, including microphones, cameras and more.