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FOR ALL RUNNERS
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EXHIBITION FOR ON OPENING IN MILAN
On has finally landed in Milan during MFW24 with its new astonishing flagship store, developed by BBPR design studio, in one of the most important districts of the city.
he store in Corso Vittorio Emanuele II recalls On’s innovative spirit through its iconic modular system, and is a manifestation of the brand’s openness to the city and its philosophy.
That’s why the ground floor of the building, which was originally a public space, gets enhanced by the connection between inside and outside through big windows and renovated ceiling beams. The original exterior of the store has been furthermore restored, blending with the architectural scenery of the city.
Following the feature in our issue #2, which is dedicated to the Distance x On collaboration, we decided to prove and celebrate “For All Runners” with a site-specific exhibition in Spazio Maiocchi.
Conceived and curated by Mental Athletic in the occasion of the store opening, the installation is distributed in two areas. A first room is taken up by a huge flag, symbol and romantic hymn of gathering in the contemporary city; in the second room an audio installation takes us through the typical running noises: effort, fatigue, company, loneliness.
The sounds float in a metallic barriers ellipse covered by the usual adv prints, where art and photography blend offering an image of the social and cultural phenomenon of sports meetings.
Mental Athletic
Mental Athletic Issue N2 Cover 4 Distance X On
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