Japanese sports shoe brand Onitsuka Tiger unveiled its first European Red concept store in London’s Covent Garden, at Seven Dials, last month to celebrate the brand’s 75th anniversary. 

The concept store, built with the brand’s Japanese heritage and modern aesthetics in mind, showcases a range of the brand’s styles, centred around its ‘Mexico 66’ shoe.

The single-storey space was designed by Studio Dini Cataladi, an architectural firm led by Filippo Dini and Gianluca Cataldi, and spotlights the brand’s bright red colour, inspired by the Japanese cherry blossom Sakura.

The store highlights Japanese architectural minimalism through the use of monolithic black concrete display walls, freestanding red glass units and matt black furniture. 

“Onitsuka Tiger is a cultural brand that reflects Japanese sensibility and aesthetic, fostering a dialogue with the world,” said Ryoji Shoda, head of Onitsuka Tiger Company.

“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,” said Shoda.

A special edition of the brand’s Mexico 66 shoe will be exclusively available at the Covent Garden store, along with the brand’s Nippon-made collection, its signature models, bags and accessories. 

To celebrate the opening last month, the company held an authentic British pub experience called ‘Onitsuka Tiger Tavern’ in partnership with popular local pub Crown & Anchor.

Onitsuka Tiger also recently collaborated with the House of Suntory for specialty cocktails, while offering a selection of Japanese fusion food.