'On' your marks, Stockholm! We step inside the hyped Swiss activewear brand first Nordic store

On Stockholm's prominent Biblioteksgatan, the answer to all your running woes has just arrived as On opens its first store in the Nordics. For months, we have been trekking past neon signs emblazoned with "coming soon", keenly awaiting what would open inside. And it was worth the wait.

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Walking into the store, you're met with a series of Swedish familiarities. The boutique's geometry draws on the iconic Sergels Torg, whilst Swedish stone makes up the striking triangular floor, leading to warm textured walls and swooping historical arches. It feels like the city has been folded into the space. It is something the brand does wherever it lands. In its Brompton Road store in London features blue ripples along the floor (a nod to The Serpentine in neighbouring Hyde Park), for example.

The rawness of the structure contrasts with the metallic features, where the Swiss label shows off the best of its technology: shoes. Racks upon racks line the walls, from the iconic Cloudmonster 3 to its newest innovation, Lightspray – a shoe quite literally sprayed into existence in just three minutes, inspired by Halloween spiderweb guns, and reducing waste by over 70 per cent.

The awkward ritual of shoe shopping (requesting sizes, waiting an age for them to appear) is gone entirely. The racks pull forward to reveal try-on sizes, and once you've found your fit, a fresh pair is brought out for purchase.

But the shoes are only part of the story. This new location also marks the launch of On's Stockholm running club, meeting every Wednesday at 6 pm and open to everyone, from seasoned runners to total beginners. "It should feel quite chill and like anyone can show up, even if you have never run before," explains Bianca Pestalozzi-Houchangnia, On's general manager for EMEA. "You can join and find your pace."

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Running is where On started, so it makes sense that it sits at the heart of the launch too. To mark the opening, On invited press and influencers on a 5km run from the store out to Stockholm's picturesque Djurgården, before heading back to compete in a series of treadmill challenges in store: a three-minute sprint, nodding to how long it takes to make a LightSpray shoe.

Running in the Nordics isn't always easy, though. Not when temperatures drop below zero and ice clings to the streets. Luckily, On has you covered. "We have really good winter running apparel," says Pestalozzi-Houchangnia. "Our neck gaiter is my favourite. I never travel without it. That and a good headband." Her personal highlight, though, is the label's winterised performance jacket. "It's superlight and waterproof. A few layers under it and you're so cosy."

Discover the new store at Biblioteksgatan 16