On unveils its latest brand experience space in the heart of Shoreditch during London’s 2021 marathon weekend.
Inspired by the physiological stages that the body and mind travel through during the last 0.2 miles of a marathon, Point2 is a sensorial experience whereby visuals, lights, textures and sounds are utilized to replicate the out of body experience of finishing a marathon and reminding audiences that the power of the human spirit takes people beyond what is believed to be achievable. On has called in brand consultancy and community activators Protein Agency as well as creative director Lucy Hardcastle to work on its complex three-phase sensory project.
The space is transformed into a community space for engaging activities hosted by and for the local runners and creatives. The central part of the space features an experimental art installation by Lucy Hardcastle.
Point2 is staffed with various On peers & contributors hosting visitors throughout the weekend. Upon entering Point2, the public can discover On’s story, selected products and the brand’s most anticipated sustainable project, Cyclon. A particular emphasis on shared discussions and exchanges with dedicated seating lounges is available including a café.
Full details of the four-day series can be found on the following page. The program was created in close collaboration with local partners and community leaders and includes:
- movement classes led by Blok Studios
- a manifestation class by Kira Matthews
- outdoor workshops by Athene Club and a speed mentorship for young creatives
- Highsnobiety and Trippin will both be hosting one night at On’s Point2 space
Sunday is fully dedicated to the London marathon, with a live-screening of the race, finisher rewards and the team behind Paris-based running store Distance running all the way to Point2 from France.
Point2 venue: 31 New Inn Yard, London, EC2A 3EY
Opening hours: September 30th to October 3rd 2021
- Thursday: 11.00am – 10.00pm
- Friday: 09:00am – 09.00pm
- Saturday: 09:30am – 10.00pm
- Sunday: 09:30 – 4.00pm
Image material is available here.
On was born in the Swiss Alps with one goal: to revolutionize the sensation of running by empowering all to run on clouds. Eleven years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel, and accessories for high-performance running, outdoor, and all-day activities. Fueled by customer-recommendation, On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides in sportswear’s circular economy have attracted a fast-growing global fanbase — inspiring humans to explore, discover and dream on.On is present in more than 60 countries globally and engages with a digital community on www.on-running.com.
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