Onitsuka Tiger Red concept store by Studio Dini Cataldi

Any sneaker brand with a decade or two under its belt has built a legacy of sorts, and Onitsuka Tiger, which celebrated its 75th anniversary last year, certainly has. The Japanese brand opened a flagship store in London four years ago, an event we’ve covered in a previous post, and now has further boosted its retail presence in Europe‘s most coveted shopping destination with a new concept store. Called Onitsuka Tiger Red, the store occupies a prominent 434 sqm. (4,672 sq.ft.) corner location on Neal Street in the Seven Dials shopping area, and features an interior design by Milan-based architecture practice Studio Dini Cataldi. As its name already implies, this store exclusively stocks a variety of heritage sneaker styles, centred around the brand’s signature model, the MEXICO 66™. Standing out from its surroundings, the shopfront features through a three-sided rotating prism which is in sync with the shopping area’s dynamic. The interior design combines the Onitsuka Tiger‘s cultivated Japanese traditions with a modern urban aesthetic.

The ground floor is immersed in a vibrant Onitsuka Tiger red that’s inspired by Sakura, Japanese cherry blossom. Design elements such as clean lines, modular construction and sharp geometric patterns echo the minimalism of Japanese architecture, while polished red and black mirrors elevate the overall look of the setting. A wide selection of products are displayed within monolithic black concrete display walls and free-standing red glass units reminiscent of art installations. The matte black fixtures and white ceiling light boxes create a strong contrast with the bold red hue, while enhancing the visibility of the products in the store. Next to the brand’s Red Collection, the new store presents an extensive product lineup, ranging from bags and accessories, to its NIPPON MADE collection. And that’s not all. In celebration of the opening, Onitsuka Tiger has released a limited-edition model, the MEXICO 66™ NM, and it as teamed up with Crown & Anchor, a popular pub situated directly opposite the store, to regularly host the authentic British pub Onitsuka Tiger Tavern. © superfuture