In 2010 On created a new running shoe sole with a disruptive approach: CloudTec®. Built around a set of “flexible elements”, On soles ensure cushioned landing and propulsive take-off for a unique running sensation. This design has since been adopted by running enthusiasts and professionals alike. Nowadays, the search for new materials and technologies encourages the brand to explore the future of soles. It is in this perspective that the collaboration between two leading entities in the Swiss design scene – ECAL and On – was born. Through a transversal approach to innovation, 34 students on a Master’s programme at ECAL have developed a series of futuristic prototypes, rethinking the brand’s universe, and exploring new writing systems. The interdisciplinary project brings together three Master’s programmes: MA in Product Design, MA in Photography and MA in Type Design. Each year, these specializations attract students from all over the world.
Under the direction of Christophe Guberan, guest designer of the MA in Product Design and with the support of Thilo Alex Brunner, head of design at On, 7 students present elaborate prototypes exploring the possibilities offered by innovative materials, techniques, and creative processes. A resolutely prospective approach that relies on speculative design to think the sole of tomorrow.
Under the guidance of the photographer Maxime Guyon, 12 students have given shape to what On’s visual universe could be in the future. In close collaboration with the MA in Product Design, they present the universe and visual identity of the sole of 2040.
Under the direction of Larissa Kasper, artistic director invited by the MA in Type Design, 14 students question the construction of written language, and explore its futuristic developments, both alphabetical and ideographic. For On, they offer a new writing system, which will accompany the sole of the future.