On | Pre-Opening On Flagship Store Zurich Limmatquai

New York, Tokyo, London, Milan, Paris and now Zurich. In September, On opened its first Swiss flagship store on Limmatquai. More than a retail space, the new On Flagship Store represents a homecoming for the premium sports brand, a hub for movement and a physical connection to the city where the brand was born. To celebrate this milestone in a historic location, On hosted an exclusive pre-opening event. Live Lab developed and produced the entire experience, featuring running-app portraits by Kooni, a changing-room photobooth and a live performance by local rapper Gigi, turning the flagship store into a true community hub.

Located next to the Helmhaus tram station in the former Musik Hug building, the new On Flagship Store Zurich opened its doors on 25 September for an exclusive pre-opening event. Around 160 invited guests attended to explore the two-storey retail space, discover On’s full product range and experience a curated brand activation designed to generate authentic content. The concept focused on local culture, modern Swissness and the community-driven spirit that has shaped On since day one.

The guest list included high-profile athletes such as freeskier Andri Ragettli, runner Dominic Lobalu and Olympic champion Nicola Spirig, as well as influencers like Peter Bolliger, Emma aka Wemmse and Instagram chef Noah Bachofen. Inside the store, visitors discovered interactive brand experiences: on the upper floor, artist Kooni created personalised portraits inspired by each guest’s “run” on a Zurich city map postcard. One fitting room was transformed into a photobooth equipped with a fish-eye camera for a bold, contemporary aesthetic. Catering was provided by local chef Gino Miodragovic, adding another layer of local flavour to the event.

Unter den Gästen befanden sich bekannte Sportgrössen wie Freeskier Andri Ragettli, der Läufer Dominic Lobalu und die Olympiasiegerin Nicola Spirig, sowie Influencer wie Peter Bolliger, Emma aka Wemmse und Instagram-Koch Noah Bachofen. Im Store selbst gab es neben der neuesten Kollektion auch zahlreiche spannende Aktivitäten. Im oberen Stock porträtierte die Künstlerin Kooni die Gäste in Form eines „Runs“ auf einem Postkartenmotiv der Stadt Zürich. Eine der Umkleidekabinen verwandelten wir in eine Photobooth, ausgestattet mit einer Fish-Eye-Kamera, die jedem Foto einen modernen Touch verlieh. Das exklusive Catering stammte vom lokalen Chefkoch Gino Miodragovic.

DJ Shirin set the tone throughout the night and built the energy towards the event’s highlight. After a speech celebrating On’s strong connection to Zurich and its community, Swiss rapper Gigi took the stage to perform tracks from her new album, shifting the atmosphere into full party mode. Guests continued dancing and celebrating as DJ Shirin closed out the evening.

The result: a vibrant, community-first brand experience that positioned the On Flagship Store Zurich as a new hub for runners, athletes and style-forward locals and a standout retail moment in the city’s cultural landscape.