On
2025On Labs Boston
We partnered with On to bring their experiential concept, On Labs, to one of running’s most iconic stages: the Boston Marathon. From a robotic shoe-making installation to a curated retail environment, every detail celebrated athletes and innovation. The experience culminated in a high-energy after party—complete with tattoo artists and a live DJ—blending sport, tech, and culture into a full-spectrum brand moment.
Creative Agency: Harbinger
Building on the foundation first established at the North American launch in New York City, Harbinger brought On's sleek, sustainable design language to the heart of downtown Boston.
At the storefront, passersby were drawn into a curated retail experience—featuring a hand-selected range of marathon-ready products set within a dynamic, story-driven showroom. Rooted in community and cultural connection, the space extended beyond product to celebrate local creativity. Collaborations with chef Eric Frier for the Marathon afterparty and a custom floral popup for runners added sensory richness to the launch.
The energy carried into two evening events - one in partnership with Infra Boston, where a live DJ set transformed the space into a vibrant hub of movement and sound. Another with Mental Athletic magazine, where partygoers were invited to take a spin in the new Lightspray shoes.
On Labs Boston closed the gap between performance and culture—transforming a pop-up into a platform for connection and a lasting brand memory.
On Labs Boston closed the gap between performance and culture—transforming a pop-up into a platform for connection and a lasting brand memory.
