Inside the Retail Design Material Library

How did this project begin? 

For our DTC retail stores, we don't adhere to a standard, cookie-cutter design. Each store is meant to have its own distinct feature, something exclusive to that specific location and space. This could be an architectural detail, a new storytelling element, or a unique piece of furniture. However, a key factor in giving each space its own character is the choice of materials used. To address this, we decided to create a core material library, featuring both commonly used and distinctive, exceptional materials – this library has been a hugely valuable resource for inspiring our retail designers.

What was the initial vision? How did it evolve? 

Our initial goal was to create a global material library with a wide range of materials that could work across all regions. Ideally, the materials and suppliers we chose would be globally sourceable.

But along the way, we realized this was quite the challenge – the most unique, innovative, and exciting materials aren’t always widely available. If they were, they wouldn’t be so special, right? A lot of what we have are niche products just starting to gain recognition. So, while we stuck to this approach for key base materials, we also gave regional design teams the freedom to explore and discover materials that best fit their local context.

Can you tell us about any bold design decisions?

One bold decision we made was to challenge the conventional way sustainability is visually communicated in retail design. While many competitors embraced an obviously recycled, composite-like aesthetic, we deliberately chose to take a different route – one that aligns more authentically with our brand. We opted for a more subtle, timeless approach, integrating these spatial materials in a way that prioritizes design and quality over obvious eco-signaling. This allows us to create spaces that feel both innovative and timeless, while still making responsible material choices.

How did you balance creative freedom with the given constraints of the project? 

At the start of the conceptualization and sampling phase, we wanted to stay as open-minded as possible. Exploring all the innovative and exciting materials in the architectural design world, we believe that true creativity comes from having complete freedom to explore in the beginning.

It was only when we got to sampling and testing that we had to start narrowing things down based on performance. Refining the core material selections didn’t mean actually getting rid of the breadth of options –we have become masters at tucking them away in drawers, closets, and every possible corner, just in case. 

What are your takeaways from the project that will influence future work?

On’s retail design creative vision has been evolving at a rapid pace from our first generation stores until now.  We realized that our identity – rooted in innovation and Swiss engineering – is not best represented by an overuse of natural, outdoor-inspired materials. 

We strive to create inviting, human-centered spaces through thoughtful contrasts, subtle nuances, and a purposeful, authentic use of natural materials – one that fosters an inspiring environment without overly emphasizing nature and sustainability.

What did you find particularly important to the process? 

The key technique for this project was physical testing.  This included material mock-ups, prototypes, and large scale samples that we could subject to the harsh treatment our store often gets.  Mustard, ketchup, Sharpie markers, keys and sharp objects, physical strikes, abrasion testing, and cleaning chemicals – that’s just a few of the trials we subject the materials to.