Grosvenor has announced that Swiss sportswear brand, On, has launched its first-ever pop-up outside of London at Liverpool ONE. Until June 4, ‘The Monster Den’, located in a 4,000sq ft space on Lower South John Street, will spotlight community, connection and the joy of running, through both its offering of the latest On gear and via an extensive programme of events.
Directly responding to consumer demand from On’s substantial Liverpool fanbase, the Liverpool ONE pop-up is designed with the brand’s enthusiasts in mind. The space has been created for the community to come together to discover, shop and engage with the brand. Collaborating with local running clubs and groups including 2-Step Collective, Dockside Runners and Laces Out Studio, On will run a series of events in the pop-up space, including group runs, yoga, movement classes, coffee clubs and live DJ performances featuring talent from local music station, Svara Radio.
‘The Monster Den’ takes its name from On’s Cloudmonster shoe, with the pop-up spotlighting the innovatively designed product that aims to deliver maximum comfort and style, without sacrificing performance. The Liverpool ONE space allows customers to learn about On’s cutting-edge technology, and try on exclusive performance running shoes such as the Cloudsurfer, the Cloudgo, the Cloudrunner and the Cloudstratus, as well as a selection of SS23 apparel.
Rob Deacon, Senior Asset Manager at Grosvenor, commented: “We are so proud to have welcomed On for its first-ever pop-up outside of London. As a brand, On aligns with, and speaks to, Liverpool ONE and our visitors perfectly, sporting not only a reputation for innovation, but a keen dedication to engage with the community. It has been great to see Liverpool ONE’s visitors enthusiastically welcome the pop-up already, and we feel confident that this success will continue over the next few weeks.”
Lauren Wilks, Marketing Lead for On UK & Ireland, added: “It is so exciting for The Monster Den to have launched at Liverpool ONE this weekend, and we can’t wait to connect with the Liverpool community, where we have such an enthusiastic fanbase. Imagined as a concept store meets community hub, ‘The Monster Den’ is designed to be a unique, playful space, and together with Liverpool ONE, we’re delighted to have been able to bring this to life.”
The launch of On’s pop-up is the latest in a series of community-focused initiatives at Liverpool ONE including: the hugely successful activation from popular online apparel brand, ARNE; the recently launched partnership between Liverpool ONE and social enterprise and art organisation dot-art; as well as numerous music, art and community-led events set to take place during the Eurovision Song Contest.