Following the opening of a flagship store in New York City one-and-a-half years ago, an event we covered in a previous post, Swiss running shoe brand On opens a second retail space abroad, and this time it’s in Tokyo. Situated on Cat Street, a popular pedestrian street in Harajuku lined with boutiques, the store occupies three floors of a modern structure, wedged in between the Burton and Paul Smith boutiques, and sees an understated interior design created by the brand’s in-house design team in Zurich. In similar fashion, the chosen aesthetic is understated and makes good use of the building’s concrete shell, integrating a polished concrete flooring and an exposed ceiling in the settings. Furnishings comprise floor-to-ceiling aluminium shelving units laden with shoes and large wooden beams which serve both as seating and displays, but also help to demarcate an indoor running track. The On store is equipped with nifty technology which enables shop staff to analyse a customer’s running style and recommend the perfect shoe style. Additionally, a foot scan can be made to assess a client’s foot measurements. The new On flagship store carries the brand’s full range of men’s and women’s running shoes and apparel, in addition to an artsy installation on display in the basement section.