On Running Colab with DSG

On Running needed a shop-in-shop set-up inside of a DSG’s Colab area. The set-up would be launched within DSG’s Victor store near their HQ, but would also appear in DSG locations such as Minnetonka and Knoxville.

Starting with On’s Retail brand Guidelines, I created a layout using their prescribed black walls and integrated their “Cloudtec” machine—a display with pistons that would push deconstructed parts of their shoe to demonstrate their bounce. I also iterated and created a white version, and showed them a “far out’ option using metal to simulate their mountain hut on the Piz Lunghin up in the Swiss Alps.

Turns out they were open to a new approach. We eventually moved away from the hut details like wood paneling and decorative accents, and instead went the minimalism route. But apparently On was so enamored with this aesthetic that they introduced it to their other retail environments.

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