On's new Cloudsurfer on display during Design Week

On the occasion of Design Week, On chose Spazio Maiocchi to present its new Cloudsurfer, the brand's sneakers made using CloudTec Phase™, a technological midsole designed to offer runners around the world an incredibly smooth ride and cushioned landing. In collaboration with Armature Globale, the brand unveiled an installation that aims to celebrate the machine and the human mind through a glass box designed to represent the digital world in which the sounds of footsteps merge with those of a computer processor.

A moment also designed to bring together the brand's community, uniting running and design in the city of Milan through the collaboration with several running crews culminated in an event at Spazio Fonte together with the Coffee Run Crew. For the occasion, moreover, Spazio Maiocchi also hosted a talk starring some of the pivotal names of On's new launch, such as Olli Hirvonen and Nicolas Martin, Cloudsurfer's product designer and Head of Brand Environments, respectively, as well as Luigi Cippini of Armature Globale, author of the installation.

A moment of confrontation to talk about the importance of technology within footwear and design through the voice of those who, with their commitment, constantly work to advance the integration of the brand with its community. A process, in the spaces of Spazio Maiocchi, saw a further step thanks to the artistic weight of Cippini's work and his installation.