It may be where you buy your gear, but our London flagship store is so much more than a place to shop. Located on a renowned corner of Regent Street, this three-story set-up offers a truly personalized shopping experience. From a pop-up bar to immersive installations showcasing our signature tech, every aspect of the space has been carefully curated to help you delve deeper into the world of On. Use the Magic Wall to browse our shoe collection based on performance qualities, and chat with our knowledgeable team to find the ideal gear for your personal goals. With its dedicated community space on the lower ground floor, our largest European store is the ultimate hub for Londoners who like to move.