Swiss sportswear brand On announces the opening of its first ever store in Italy, located on Corso Vittorio Emanuele II in Milan. This flagship store, spread over two floors and covering 480 square meters, marks a significant milestone in On’s expansion in Italy.
Opening in Milan, a city known for its vibrant culture and dynamic retail scene, and on the iconic Corso Vittorio Emanuele II, highlights On’s commitment to establishing a strong presence in key markets.
Situated in the heart of Milan’s historical center, the store features within an original building design by the renowned architectural office BBPR, known for shaping the modern urban landscape of Milan. The ground floor of the building was originally an open public space, now enhanced to create a seamless connection between inside and outside with huge store windows and restored ceiling beams. In addition, the store’s original outdoor character has been restored, connecting well with the city’s architectural landscape.
Diana Dowling, Head of Retail Design at On, said: “Corso Vittorio Emanuele II is a sought-after location that perfectly aligns with our brand values. This space allows us to present multiple collections with flexibility for future community needs, utilizing our modular system.”
The ground floor hosts running and new arrival collections, while the lower ground floor is dedicated to training, tennis and lifestyle products. The lower ground floor, once an empty open space with a brutalist concrete ceiling, has been transformed into a piazza where the community can gather. Sculptural elements emerge from the floor and ceiling, creating focal points around which the room gravitates.
The store also showcases a site-specific floor installation of natural clay, serving as the centerpiece of the space and the background for product highlights, further strengthening the store’s connection to Milan’s natural surroundings.
On Milan Corso Vittorio Emanuele II is aimed at fans of running and all forms of movement in the city, offering a selection of products across various categories. The store also aims to engage with the local community through run clubs and movement activities, fostering a strong connection with local runners.
“This flagship store in Milan, our first in Italy, is an exciting milestone for On both in Italy and worldwide,” said Bianca Pestalozzi, General Manager EMEA at On. “Located on Corso Vittorio Emanuele II, it is an excellent meeting place for locals and international visitors to discover our latest innovations and wide range of products.”
In total, there are 37 stores in North America, Europe, and Asia, including 20 in China. This continued expansion of own retail demonstrates On’s commitment to offering customer-centric physical retail experiences on a global scale.
The On Milan store at Corso Vittorio Emanuele II, 24/28, 20122 Milano officially opened to customers on August 23, 2024.
