ON is opening its first flagship store in Lisbon, marking an important step in growing its presence in Europe. The goal was to create a visual direction that felt true to ON's clean, innovation-led brand while drawing inspiration from Lisbon's culture, architecture, and everyday rhythm.
People are numbed by preachy, self-righteous sustainability ads, true eco-consciousness isn't a lecture on saving the planet. It's a philosophy of resilience.
The narrative ties to Lisbon's own history of collapse and rebirth: the 1755 earthquake that leveled the city, and the resilience that rebuilt it from rubble. That same tension, ruin and reconstruction, becomes the throughline: just as Lisbon rose from ruins, On transforms discarded material into something built to move forward.
Inspired by Bordalo II, the Portuguese artivist who turns trash into murals confronting waste, this concept reimagines On's use of recycled materials through the same lens: beauty forged from what we throw away.
Graphic Design
Alex Manrique
Art Diection
Yutong Hu, Alex Manrique & Christiana Uzonwanne
Gen AI + Video Editing
Yutong Hu, Alex Manrique
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