From March 1 to 9, sportswear brand On has set up a themed pop-up store in Shanghai’s Xintiandi, in collaboration with Sesame Street’s Elmo. The space is redesigned around the concept of softness, featuring plush seating and installations inspired by the Cloudsurfer 2 training shoe. Trees outside the store are wrapped in green fabric, and a feature wall with Elmo serves as a backdrop for visitors.