Onitsuka Tiger has opened its largest global flagship store in Tokyo’s Shinjuku district, marking another step in the brand’s expansion ahead of its separation into a standalone subsidiary.

Spanning 1837sqm across four floors, the flagship features the Japanese fashion brand’s full product offering, including its Heritage collection, Contemporary line featuring runway collections from Milan Fashion Week, and The Onitsuka formal footwear range. 

The store also features the brand’s first in-store amusement area alongside exclusive merchandise and immersive retail experiences.

Designed by Milan-based Studio Dini Cataldi, the store adopts a ‘vertical narrative’ concept, with each floor showcasing different materials, colours and aesthetics inspired by a blend of Japanese craftsmanship and Italian design. A Tiger Yellow concrete facade forms the building’s signature architectural feature.

“As Onitsuka Tiger continues to position its stores as places where visitors can experience the brand’s values and story, this new store embodies both heritage and innovation,” the brand said in a statement. 

“As the brand’s largest global flagship store, bringing together all its categories under one roof, it offers a new brand experience to visitors from around the world.” 

The opening comes a month after parent company Asics announced plans to transfer the Onitsuka Tiger business into a wholly owned subsidiary, OT Group, effective January 1 next year. 

The restructuring is intended to give the fashion label greater operational independence, enabling faster decision-making and supporting its international growth ambitions.