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.
the client needed
On Running was looking for a sensory experience for a PR launch that would align closely with the brand while offering something different from a typical event. The goal was to inspire key influencers to connect with the authenticity of On Running in a meaningful way.
The theme of the launch centred around the idea of “Disconnecting to Connect.”
What We Thought
Bringing in an all sensory experience that would not only be different from every other launch in Sydney, we wanted to create an event that everyone would be talking about for a long time.
From taking away an influencer’s greatest asset, their phones, to removing shoes and experiencing an all sensory walk through the Swiss Alps followed by a breathing workshop, it was essential to bring a sense of self presence and awareness into the experience.
The morning was unexpected and calming, truly removing everyday distractions to get our main point across.
How We Activated
It was a huge production, from finding the perfect venue to working through every element and detail of the experience, especially as we needed to maintain awareness throughout the launch.
The devil was in the details. We built a tunnel with mountain projections that took well over 52 hours to program, creating a mini Lume-style experience.
We created a personalised scent that reminded us of pine trees and fresh air. The space was transformed into a picturesque mountain hub where guests gathered before their journey to enjoy some cacao and open up their senses.
