Onitsuka Tiger debuts new red concept store in London
Japanese fashion brand Onitsuka Tiger has unveiled a new red concept store at 14-18 Neal Street in London’s Covent Garden, the first of its kind in Europe.
The red concept store was originally launched in Japan in 2024 to mark the brand’s 75th anniversary. Designed by Studio Dini Cataldi, an architectural firm led by Filippo Dini and Gianluca Cataldi, the store is built around a concept that "merges the brand’s Japanese heritage with modern urban aesthetics".
Taking centre stage among a range of heritage styles is a special edition ‘Mexico 66’ shoe, exclusive to the new store. It’s made in Japan and is retailing at £295.
The single-story retail space is enveloped in the bright Onitsuka Tiger red, inspired by Sakura, the Japanese cherry blossom. Design elements such as clean lines, modular volumes and sharp geometries “reflect Japanese architectural minimalism”, while polished red and black mirrors elevate the overall interior presence.
Onitsuka Tiger’s collections are showcased on monolithic black concrete display walls and freestanding red glass units that resemble art installations. Black furniture and white ceiling light boxes form a strong contrast with the bold red, enhancing visibility of the products.
Ryoji Shoda, Head of Onitsuka Tiger Company, said: "Onitsuka Tiger is a cultural brand that reflects Japanese sensibility and aesthetic, fostering a dialogue with the world. This store transcends mere product sales.
"Located in the vibrant heart of Covent Garden, Seven Dials, where diversity and next generation culture converge, we aspire to enhance the creative evolution of this area by subtly exploring the realms of art and entertainment, starting from Japanese design and craftsmanship."
A dynamic storefront concept has been integrated with the installation of three-sided rotating prisms in the façade. The continuous motion of the prisms "creates an ever-changing canvas that embodies the bustling energy of Covent Garden".
To celebrate the store opening, Onitsuka Tiger, which also has a flagship store at 249-251 Regent Street in London, has partnered with local Neal Street pub the Crown & Anchor, rebranded to the Onitsuka Tiger Tavern until 30 May.
Image credit: Paola Pansini
