On
2021
This photographic series explores the new Clouds 2040 sole developed by On, translating its materiality, innovation, and design language into a sequence of still-life images. The images are conceived as if shot within the brand’s cutting-edge laboratories during the prototype’s development, blending a refined and experimental still-life approach with an almost documentary, yet subtly staged gaze. The photographs highlight textures, forms, and technological details, while simultaneously evoking the behind-the-scenes of innovation, where precision, creativity, and experimentation converge to shape the future of running.
This body of work formed part of a broader interdisciplinary project led by ÉCAL in collaboration with the Swiss avant-garde brand On. Conceived jointly by Master’s students in Product Design, Photography and Type Design, the project was showcased in two group exhibitions: first at On’s headquarters in Zurich, and later at the Galerie l’elac in Lausanne. These presentations invited the public into a futuristic universe where design, image, and typography converge to reimagine the running shoe.
Curated by Maxime Guyon.