Founded in Switzerland 12 years ago, On Running has quickly become the fastest-growing running brand in the world – mainly thanks to its high-performance CloudTec technology – and it’s now opening its first standalone European store in London.

Inspired by a science museum, the three-story Regent’s Street store, opening on Friday 10 February 2023, will offer an immersive, tech-driven approach to in-person shopping.

Everything in the store – from the floors’ paving stones to the natural clay walls – has been designed specifically to represent what On believes running looks (and feels) like in London.

Shoppers will be encouraged to interact with On’s newest technology and innovations via numerous interactive stations on the ground floor, while the lower ground floor will be dedicated to On’s community – offering space for panel talks, workouts and events.

The top floor will showcase both the latest women’s and men’s collections – including apparel and shoes (stability, neutral, lightweight and racing shoes for on and off-road), in every model and size.

For runners unsure which model (or size) they need, a special ‘Magic Wall’ will be offering gait-cycle analysis technology – so runners can be fitted with the best shoes for their running style and stride.

‘Swiss Engineering means for us loving technology and the natural world,’ says David Allemann, co-founder of On. ‘In our store on Regent Street, we have combined both innovatively and surprisingly. With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts and everyday explorers.’