After partnering with Art Basel to host a series of art walks and runs, Swiss running brand On unveils its latest brand experience in the heart of Shoreditch ahead of this weekend’s London marathon.
Entitled “Point2”, the concept is a celebration of the marathon mindset and running culture, expressed through artistic creativity. Drawing on the feelings the body and mind experiences during the last 0.2 of the distance, Point2 is a journey of visuals, lights, textures and sound, all designed to replicate the out of body experience that occurs when finishing a marathon.
Teaming up with Protein Agency and creative director Lucy Hardcastle, On has transformed an East London location into an innovative space for engaging marathon-inspired activities for both local runners and creatives.
“I broke this up into three phases: Ascent (adrenaline), Altitude (endorphins) and Above (euphoria),” Hardcastle told HYPEBEAST. “It was key to consider what kind of spatial design, objects, or audiovisual content could represent these emotions in a way that feels like a universal language”.
“Rather than being designed to help runners, I wanted to reinterpret that out-of-body experience that begins with your own body’s responses, so that others could understand the emotions a runner goes through at the final 0.2 mile stage”.
The final day of the experience is 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 the heart of France.
Opening Hours:
September 30: 11am – 10pm
October 1: 9am – 9pm
October 2: 9:30am – 10pm
October 3: 9:30am – 4pm
Address:
31 New Inn Yard,
London,
EC2A 3EY.
In other news, here’s an official look at the Stone Island x New Balance Tokyo Design Studio RC ELITE SI.
