On treats technology as texture in its Movement Labs retail space

Retail stores for sportswear brands face a particular tension. They’re busy, energetic spaces where customers move quickly between products, yet brands also need to communicate complex technical innovations that demand attention and time. For Swiss performance brand On, the challenge was finding a way to create depth without disrupting flow, to tell sophisticated product stories within an environment designed for efficiency. The solution emerged through a collaboration between Tomorrow Bureau and Modem for On’s Zurich flagship store. Rather than defaulting to wall-mounted screens or static product displays, the teams developed what they call “technology as texture” – an approach where digital storytelling becomes woven into the physical architecture itself. At the centre sits a sculptural table with four screens embedded directly into its surface, showcasing key models like the Cloudmonster and Cloudboom Strike. When inactive, the screens disappear entirely behind one-way mirror material, reflecting a cloud simulation from an overhead chandelier. The moment someone approaches, the displays activate, revealing content that floats within the table’s form. “Retail is often caught between efficiency and experience. Our stores are pretty busy. Full of energy, curiosity and people,” Matt Tucker, Global Head of Brand Creative at On, explains. “The idea was never to replace human connection, but to expand it and to build a bridge between storytelling and self-discovery. The installation became a quiet counterpoint within a busy space: something that slows you down, invites you to learn and lets you move at your own pace.”