Walking on clouds in the Swiss Alps
On Running brought their Swiss-born performance design ethos to life with an immersive, sleek activation that fused form, function, and storytelling. Ten Hats managed the event end-to-end—spearheading everything from concept development and location sourcing to full build, styling, and event production.
At the heart of the experience was a striking minimalist installation that framed rows of On’s latest footwear innovations. A glowing white tunnel, built as an interactive entry point, featured custom projection mapping to immerse guests in the brand world from the very first step. This sensory-led moment guided attendees toward a custom-built mountain hut, where warm cacao was served—adding a grounded, tactile element that paid homage to On’s alpine roots.
Inside the main space, the layout was designed to reflect On Running’s performance-meets-lifestyle DNA. Mannequins and curated apparel racks showcased the full head-to-toe range, while natural textures and soft lighting balanced the technical aesthetic with an inviting, premium atmosphere.
This influencer-led event was meticulously produced by Ten Hats, including the creation of all custom structures, logistics, talent management, and a detailed run sheet for seamless execution. The result was a high-impact brand experience that not only showcased product, but also encapsulated On’s story—elevated, purposeful, and built for movement.
What the client needed
On Running wanted to create a sensory experience for their PR launch that not only aligned with the brand but also offered something distinct from a traditional event. The aim was to inspire key influencers and media to connect with the authenticity of On Running in a deeper, more meaningful way.
Instead of a standard product showcase, the brand wanted to design an environment that reflected its ethos of balance, movement, and mindfulness. The concept of the launch was built around the theme of “Disconnecting to Connect,” encouraging guests to step away from distractions and engage fully in the experience.
Disconnect to Reconnect
Bringing in an all-sensory experience that would set this launch apart from every other event in Sydney, our goal was to create something unforgettable — an activation people would be talking about long after it ended. The focus was on designing a moment that felt authentic, immersive, and completely aligned with the On Running brand.
We began by taking away an influencer’s greatest asset, their phones, encouraging them to be fully present in the moment. Guests were then invited to remove their shoes and take part in a sensory walk inspired by the Swiss Alps, connecting them to nature and the origins of the brand. This was followed by a calming breathing workshop that deepened the sense of mindfulness and self-awareness.
The morning unfolded as an unexpected yet grounding experience, stripping away everyday distractions. It allowed participants to reconnect with themselves, with one another, and most importantly, with the brand’s ethos.
How We Activated
It was a huge production from start to finish, beginning with the search for the perfect venue and extending to the careful planning of every element of the experience. Each detail needed to contribute to the atmosphere while maintaining brand awareness throughout the launch. Nothing was left to chance, as we wanted every moment to feel considered and impactful.
The tunnel became a key feature, built with large-scale mountain projections that took more than 52 hours to program. The result was an immersive, Lume-style experience that transported guests into the heart of the Swiss Alps before their journey even began. To heighten the sensory impact, we created a custom scent reminiscent of pine trees and crisp mountain air, ensuring the environment felt authentic and evocative. The space was then transformed into a welcoming alpine hub where guests gathered, enjoyed cacao, and opened their senses in preparation for the experience ahead.
