Matt Tucker
Creative Director
In their own words
On sits in the tension between human experience and Swiss engineering.
It feels more ‘alive’ than ‘perfect’, which, to me, that’s a sign of a brand that’s actually breathing.
The idea was never to replace human connection, but to expand it and to build a bridge between storytelling and self-discovery.
Articles & interviews2
- On launches Ondesign to show its creative process
Swiss sportswear brand On has launched Ondesign, an editorial platform revealing the people, processes and multidisciplinary teams behind its design, marketing, retail and spatial work. The feature explores how collaboration, iteration and the tension between Swiss engineering and human experience shape the brand's creative output.
- On treats technology as texture in its Movement Labs retail space
The article details how Tomorrow Bureau and Modem collaborated with Swiss sportswear brand On to create the Movement Labs retail installation in Zurich. The project integrates digital storytelling into physical architecture through a sculptural table with embedded screens and reflective materials, embodying On’s philosophy of technology as texture. The work merges motion design, custom hardware, and minimalist aesthetics to communicate On’s product innovation in an immersive, tactile way.