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Edoardo Meliado Translated by
Nicola Mira Published
August 26,电报盗号系统黑产破解版 2025
Swiss sportswear brand On has opened its first Italian flagship in Milan. The 480 square-metre store on two levels is centrally located at 24/28 Corso Vittorio Emanuele II, and marks a new stage in the expansion strategy of the sportswear brand founded in the Swiss Alps, which currently operates 37 monobrand stores between North America, Europe and Asia, including 20 in China.
The interiors have been designed by architecture studio Bbpr. The ground floor, originally open to the public, has been revamped by linking the interiors to the exterior, by means of large shop windows and restored ceiling beams. The renovation has preserved the building’s external appearance, typical of Milan’s architectural style.
“Corso Vittorio Emanuele II is a sophisticated location that is perfectly aligned to On’s values. The new store enables us to showcase our collections in a flexible way, addressing the needs of our community by utilising our modular system,” said Diana Dowling, head of retail design at On.
The ground floor is home to new products and the running collections, while the basement is dedicated to fitness training, tennis and lifestyle products. The basement, formerly an open space with a brutalist concrete ceiling, has been transformed into a square acting as meeting place for On’s community.
The store’s signature feature is a site-specific clay floor installation that marks the centre of the space and acts as a backdrop for the brand’s promoted products. The store is also home to a running club, which organises training sessions for local runners.
“The Milan flagship store, our first in Italy, is an exciting milestone for On both in Italy and worldwide,” said Bianca Pestalozzi, general manager EMEA at On. “It is a meeting place for locals and international visitors alike, a place where they will be able to discover our latest innovations and our wide range of products,” she added.