On Running - Cloudsurfer Max “The Big Softie” -
3
Chicago
3
Chicago
For the Cloudsurfer Max “Big Softie” campaign, Duggal Visual Solutions delivered a bold, sculptural installation to On Running’s Chicago store—bringing the national rollout’s signature softness concept into a clean, architectural retail environment. The storefront was anchored by four hanging window lightboxes and enhanced by an additional interior lightbox, creating a luminous visual corridor that framed the campaign’s motion-led imagery.
At the heart of the display, Duggal fabricated a large foam sculpture for the front window—mounted on an aluminum base and tightly cinched with signature straps and ratchets to dramatize the exaggerated cushioning of the Cloudsurfer Max. A secondary foam podium, also strapped and outfitted with custom freestanding lights, extended the tactile storytelling deeper into the store, blending set design, product staging, and engineered materiality.
The campaign’s graphic voice was reinforced with oversized yellow vinyl typography, including “THE BIG SOFTIE,” “CLOUDSURFER MAX,” and “SOFT WINS,” strategically placed across the storefront to unify the message with On Running’s national multi-store activation. Duggal oversaw the full execution—from survey and fabrication to packing, handling, trucking, removal of the previous campaign, carting, disposal, and installation—ensuring a flawless, brand-precise transition across locations.
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