One of the perks of living in one of China‘s shortlist of advanced first-tier cities is definitely a sophisticated retail infrastructure. As the country’s leading hi-tech hub, Shenzhen dwellers are consistently ranked among the country’s most affluent, pulling a slew of luxury and premium brands to its doorstep. It’s no surprise that On, the cult Swiss running shoe brand, has opened its largest flagship store nationwide in this boomtown. The brand has secured a 802 sqm. (8,633 sq.ft.) two-level unit on the premises of Shenzhen MixC World, arguably the city’s leading shopping centre for its most discerning of shoppers. Designed in-house at the On headquarters in Zurich, the design is inspired by the city’s mountainous seaside setting, but captured by a sleek, understated aesthetic.

Upon entering the store, shoppers are met by a hawker-style display crafted from metal and including a suspended roof, while the backdrop comprises an elongated shelving unit in metal, paired with a sinuous sofa in soft green. A variety of nooks present different segments of the collection, while the store entrance is adjacent to a park where runners often do their laps. Also to be found on the premises is an installation of black pine trees which straddles the ground and first floors, while the store also introduces Asia’s first innovative visual interaction installation, offering a presentation of CloudTec technology and apparel collections. And speaking of merchandise, the new On store stocks the full range of men’s and women’s shoes, apparel and accessories, in addition to the kids collection. © superfuture