Designing retail space like a science museum | On Flagship Store London

Featured in the fourth chapter of our video series FRAME Views: Connected Retail, running brand On’s London flagship underlines the power integrated technology has in facilitating authentic community-building and product education.  

On's three-storey London Regent Street flagship, designed in-house, draws on the brand's Swiss origins and its technology-forward manufacturing to create a seamless retail experience and running community hub. Driven by education, the design is inspired by a science museum: visitors are encouraged to explore different products and technologies across different stations. 'Invisible' infrastructures powered by tech facilitate learning moments and interactions between employees and buyers. A community hub hosts events and full IRL experiences, balancing out the product-led areas. ‘It’s very important for us that technology is not a barrier between two humans,’ says Nicolas Martin, head of brand environments at On. ‘You’re in a physical space, you come to a store for something you don’t get on a digital channel. Technology here is part of this magical experience – it’s not in your face.’

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