“On Labs Berlin”

Stuttgart/Berlin, September 29, 2025 – The brand experience company LIGANOVA created a unique, multisensory event for the Swiss performance brand On during the Berlin Marathon at Kraftwerk Berlin. Under the conceptual theme “Beyond Gravity,” LIGANOVA transformed the 8,000-square-meter industrial hall into an immersive laboratory over four days, bringing the On brand philosophy to life in a completely new way.

With its creative vision of a multisensory production, LIGANOVA guided visitors into the world of On through interactive installations, performances, and experiences. The highlight was the presentation of the innovative LightSpray™ technology, which was used to produce the new Cloudboom Strike LS in real time—light as a feather, lightning fast, and performative, in keeping with the campaign slogan “Lighter than humanly possible.”

Another highlight was the immersive art installation “Architecting Lightness” by Boris Acket, which created a meditative environment with invisible air currents and kinetic fabric panels, inviting visitors to physically experience lightness. The installation also served as a transformable stage for evening events, reflecting the connection between material, movement, and architecture.

The experience was complemented by an interdisciplinary program curated by LIGANOVA that combined innovation, performance, and design. This created an iconic setting at the Kraftwerk Berlin cultural institution, where Atonal acoustically reinterpreted the atmosphere with an exclusive spatial soundscape by artist Lee Gamble. At the same time, the community platform TOURIST playfully expressed sustainability in an upcycling workshop by creating robot lucky charms from On materials. Discursive and aesthetic accents were also set by partners 032c and The Thing, who expanded the event with avant-garde perspectives from design and culture.

The community was also the focus of the sporting activities: the On Run Club motivated runners with training sessions, while the 3-Minute Showdown challenged Berlin’s top athletes. Panels with professionals such as Samuel Fitwi and Robert Farken, as well as discussions about the importance of run crews, strengthened the connection to the local scene and firmly anchored On in the Berlin running community.

Jean-Philippe Pokern, On, Head of Brand Experience EMEA: After Boston, Zurich, and Tokyo, Berlin was the perfect finale to our global On Labs Series 2025. With On Labs Berlin, we not only presented our latest technology, but also showed how innovation through performance, design, and sustainability merge with a community to create a new form of brand experience.

Timo Schönauer, LIGANOVA GROUP, Co-CEO: With On Labs Berlin, we staged the On brand in the cultural context of Berlin. Through authentic collaborations and a consistent combination of performance, innovation, and culture, we succeeded in positioning the On brand beyond sports as an innovation leader in the community.