There’s a Little Bit of ‘Magic’ in On’s New NYC Flagship — Here’s What Customers Can Expect

On is bringing Swiss footwear to the Big Apple in a major way. The running-focused brand announced that doors are opening on its New York City flagship today, an innovation-focused location consuming 1,630 square feet of real estate in the NoHo neighborhood on Lafayette Street. The highlight of the shopping experience is the “Magic Wall,” which was created to pair human interaction with the best in technology. This addition to the shopping experience, On co-founder David Allemann told FN, is in response to a problem that has long plagued footwear retail. “We thought about how you shop, especially at sports and sneaker stores — it’s a messy process,” Allemann told FN. “You’re looking at shoes and then you’re greeted by one of the advisors, then she or he vanishes to the stock room for five minutes and comes back with a lot of boxes — you have hundreds of boxes in front of you and hopefully it’s the right size. If not, then your advisor vanishes again for five minutes to find the right size. At the end, you spend probably half an hour in that store with very little interaction.” On’s “Magic Wall” — which spans nearly the length and height of the

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