Swiss-running brand On opened a store in Miami, marking the company’s continued retail expansion and fifth store in the U.S. At 3,229 square feet of retail space, the store is located in the heart of Miami’s designer district at 125 NE 40th Street.

“Miami connects performance and design like no other city in the world, and blending those two things is core to On’s DNA,” said Co-CEO and CFO Martin Hoffmann. “Our new store will help us create more intimate touchpoints with our athletes and fans in this city, taking their experience with our footwear and apparel to new levels.”

The Miami Beach scene inspired the store’s earth-tone color palette and sand-infused cement panels. The centerpiece of the store’s layout is the “Magic Wall,” an over eight-foot tall structure that offers customers immediate try-on of the brand’s latest footwear. Concealed drawers in the Wall house full-size runs of the latest footwear, eliminating customer wait times and giving sales personnel more time to interact with customers.

On Miami also features On’s Alpine Boulder, a structure in its other stores worldwide. Each boulder is a 3D-scanned recreation of an actual boulder in the Swiss Alps, with details tailored to each location’s culture. On collaborated with sustainability-focused artist Lucas Muñoz Muñoz to design the boulder in its Miami store.

“Our new store in Miami underscores our continued investment in the Americas, which is On’s biggest market and biggest growth driver globally,” said Britt Olsen, GM of the Americas and head of Global Commercial Strategy. “We’re grateful for the opportunity to grow a new community of On athletes and movers in Miami and to connect more closely with those who are already fans of our brand. Portland, Austin, Chicago… you’re next!”

On Miami joins the brand’s growing roster of stores, marking its 27th store globally. On also has U.S. locations in Manhattan, Brooklyn’s Williamsburg neighborhood, Los Angeles, and Portland.

Photo courtesy On