On Labs enters Voo Store with UdK Berlin
By: Maikou Rodeghero, Retail Architect — Nathalie Lukasik, Visual Experience Planner
Hear from Maikou Rodeghero, Retail Architect, and Nathalie Lukasik, Visual Experience Planner, on the work behind recreating the On Labs atmosphere at the Voo Space in Berlin.
How did this project come to life?
On, UdK Fashion Alumni, and Voo Store joined together for a design experiment. Creatives reimagined archived pieces and surplus stock with total artistic freedom. The result? A striking fusion of performance, sustainability, and avant-garde fashion – blurring the lines between sportswear and design innovation. Our task was to create an immersive experience to showcase for this project to communicate this collaboration.
What was the initial concept and how did it evolve?
Rooted in the essence of creativity, we embraced the concept of a graphic atelier and lo-fi printing, transforming the retail space into a visual narrative of design in motion. Tools, fittings, and prototypes formed a striking wall mosaic of curated images, offering a raw, behind-the-scenes look at the creative journey.
Another key element in this showcase was the red box – an iconic symbol of On Labs. These boxes, integral to every stage of our design process, house samples, prototypes and final products, merging function with aesthetics. More than storage, they serve as a bold visual identity.
Were there any bold design decisions you made that you were uncertain about? How did they turn out?
Embracing minimalism is always a bold choice, every element – from imagery to mannequins and signature red boxes – was carefully curated. The intentional design ensured the creative process and designer pieces took center stage.
How did you balance creative freedom with the given constraints of the project?
Constraints often fuel creativity, and this project was no exception. The limitations challenged us to think differently – embracing a smart yet effortless approach that remained both thoughtful and minimalist. We also had to be resourceful in finding solutions to ensure the project budget could stretch as far as possible.
What have you learned from the project that will influence your future work?
Following the creative process and seeing our pieces reimagined in entirely new ways was a powerful inspiration. It pushed boundaries, challenged conventions, and revealed the many interpretations our brand can take. This exploration proved that design is never static – it thrives on innovation, reinvention and creativity.
Was there any particular tool, technique or resource that was important in the process that you would like to share?
Collaboration stood out as the driving force. The seamless integration between project management, retail design, graphic design and visual merchandising was crucial in crafting an experience that was not only cohesive but also immersive and meaningful.