Design in Dialogue: The Creative Story of On

To become the most disruptive sportswear brand and a global phenomenon, On showcases the power of “Design in Dialogue.” This panel unites On’s Chief Design Officer Thilo Brunner with branding agency Raffinerie—the creative minds behind the visual identity—and studio AATB, who curate the innovative, tech-driven in-store experience. Together, these distinct creative forces merge high-performance Swiss engineering with striking spatial and brand design, proving how open, cross-disciplinary dialogue can elevate a running startup into a global powerhouse.