On
2024Lightspray™ North America Launch
A marathon milestone to introduce On’s biggest innovation yet.
We partnered with On to bring the global brand’s groundbreaking sportswear innovation, LightSpray™, to North America during a pinnacle moment in run culture: the New York City Marathon. The brand-defining activation transformed a retail space in SoHo into an interactive hub designed to engage both dedicated runners and the broader creative and athletic communities.
We partnered with On to bring the global brand’s groundbreaking sportswear innovation, LightSpray™, to North America during a pinnacle moment in run culture: the New York City Marathon. The brand-defining activation transformed a retail space in SoHo into an interactive hub designed to engage both dedicated runners and the broader creative and athletic communities.
Creative Agency: Harbinger
Fabrication: Studio Practice
Fabrication: Studio Practice
The vision for On Labs New York began with a deep exploration of how LightSpray™ technology—an entirely new approach to footwear construction—could be experienced physically.
Through the spatial design, we translated On’s commitment to innovation, sustainability, and movement into a dynamic bi-level space. Every element, from modular installations to interactive storytelling, was crafted to be adaptable—capable of hosting everything from intimate gatherings to large-scale events.
Through the spatial design, we translated On’s commitment to innovation, sustainability, and movement into a dynamic bi-level space. Every element, from modular installations to interactive storytelling, was crafted to be adaptable—capable of hosting everything from intimate gatherings to large-scale events.
On Labs New York was designed as a multifunctional space that blended storytelling, retail, and community.
Visitors could explore On’s design evolution, shop a curated selection of products, browse a library of design publications, and refresh with running-focused offerings from downtown-favorite Happier Grocery.
Visitors could explore On’s design evolution, shop a curated selection of products, browse a library of design publications, and refresh with running-focused offerings from downtown-favorite Happier Grocery.
A launch party co-hosted with WIRED set the tone for ten days of programming, merging performance, design, sustainability, and mindful movement. The space became a gathering point for group runs and a platform for panels, workshops, documentary screenings, and live podcast tapings.
Athletes like Hellen Obiri and Kristian Blummenfelt took center stage, alongside cultural voices like Rich Roll and Kimberly Drew. Capping this all off was a private dinner by chef Pierce Abernathy, highlighting the connection between health, movement, and community.
Athletes like Hellen Obiri and Kristian Blummenfelt took center stage, alongside cultural voices like Rich Roll and Kimberly Drew. Capping this all off was a private dinner by chef Pierce Abernathy, highlighting the connection between health, movement, and community.
On Labs New York was more than a pop-up—it was a launchpad for ideas, conversations, and new ways of thinking about performance. By blending cutting-edge technology with storytelling and community, the activation reinforced On’s identity as a leader in game-changing innovation that moves both sport and culture forward.
