creating the movement lab
We were brought in to support Modem in realising their vision for ON’s Movement Lab in Zurich, working closely to help translate a strong spatial and architectural idea into a living digital layer. Our role sat in service of the wider concept, partnering with Modem to ensure the technology felt intrinsic to the space rather than added onto it. Together, we focused on turning storytelling into something ambient and embedded, where digital moments quietly enhanced the physical experience and helped the fixtures feel like a natural extension of the architecture.
Digital material and interaction
A key area of research and development centred around the idea of digital materiality. We explored how ON’s brand texture and Modem’s design language could meet in a shared visual system that felt tactile, restrained and purposeful. From there, we brought this material to life through interaction, allowing content to respond subtly to presence and touch. The CloudTec table became a focal point of this work, with technology woven directly into its fabric so the interaction felt seamless. Nothing shouted for attention. The digital layer behaved more like a material than a screen, quietly revealing itself through use.
Control systems and flexibility
The second major R&D focus was the control system underpinning the experience. We designed a setup that was flexible, configurable and easy to manage, allowing both Modem and the ON team to make changes without friction. This meant supporting day to day adjustments on the ground while also giving ON’s HQ full visibility and control when needed. The goal was longevity and autonomy, ensuring the system could evolve with the space and remain useful long after installation, without requiring constant technical intervention.
Installation and launch
The installation took place overnight inside ON’s Zurich flagship store, under tight time constraints and with no margin for delay. Every element had to come together precisely as planned, from hardware and software through to calibration and testing, all within a live retail environment. Careful preparation and close coordination on site ensured everything launched exactly when promised, allowing the Movement Lab to open seamlessly with the digital experience fully integrated and ready from day one.
