For On Running’s London Fashion Week debut, the brand needed a venue that could elevate its shift from performance wear to a cultural force in fashion. The Body Is Art was more than a launch; it introduced FKA Twigs as On’s new brand ambassador and embodied the brand’s philosophy of movement as an art form. Beams provided the perfect setting for an experience that combined fashion, music, and choreography in a way that felt both theatrical and immersive.
The space was transformed into a striking, dystopian world, with a layered stage design featuring planted landscapes, reflective water pools, and a raw industrial backdrop that framed the performance. Working with Object & Animal, the creative team used Beams’ structural elements as an extension of the set, creating a dynamic environment that shaped the visual storytelling. The venue’s blackout conditions and adaptable lighting rigs allowed for dramatic staging, while its open floor plan ensured seamless movement between performances.
As the centrepiece of the night, FKA Twigs delivered a performance that blurred the boundaries between concert and installation, with choreography that flowed through the set. She debuted tracks from Eusexua, while guests including Mia Regan, Julie Adenuga, Raven Smith, Bianca Saunders, and Nick Grimshaw took in a show that seamlessly merged music, movement, and fashion. The event also introduced two of On Running’s latest trainers – the Cloudnova X and Cloud X 4 – designed for movement that transitions effortlessly between everyday wear and high performance.
Beams’ versatility allowed for a production that was both technically ambitious and visually arresting. The venue’s scale, flexibility, and built-in production capabilities provided the creative freedom needed to bring On Running’s vision to life. A huge thank you to Object & Animal, Insert Productions, Flare, Vibration Production, and the wider creative team for making it happen.
