The Brands' First Red Concept Store in Europe.
Onitsuka Tiger proudly unveiled its inaugural Red Concept Store in Europe yesterday (Tuesday May 27th, 2025). The retail space, an extension of the Red Concept Store initiative launched in 2024 for the brand’s 75th anniversary, puts heritage styles front and centre, with the iconic ‘Mexico 66TM’ shoe as its core. Designed by Studio Dini Cataldi, led by Filippo Dini and Gianluca Cataldi, the store’s concept seamlessly blends Onitsuka Tiger’s Japanese legacy with a contemporary urban aesthetic.
The single-story space is bathed in the brand’s signature bright red, a vibrant hue inspired by the delicate Japanese cherry blossom, Sakura. Inside, design elements like clean lines, modular volumes, and sharp geometries echo Japanese architectural minimalism. This is further elevated by polished red and black mirrors that create an impactful interior presence. Onitsuka Tiger’s collections are showcased on monolithic black concrete display walls and freestanding red glass units that almost resemble art installations. Meanwhile, matte black furniture and white ceiling light boxes provide a strong contrast against the bold red, ensuring optimal product visibility.
“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.” Ryoji Shoda, head of Onitsuka Tiger Company, commented on the store’s opening.
To mark its grand opening, the Covent Garden store is the exclusive home to a special edition of the MEXICO 66™ NM shoe from the NIPPON MADE Series. Shoppers will also find the Red Collection, featuring Onitsuka Tiger’s signature models, alongside a wide array of bags, accessories, and the broader NIPPON MADE collection.
In a unique collaboration, Onitsuka Tiger has teamed up with the local English pub, Crown & Anchor, located directly opposite the store, where they will be hosting the “Onitsuka Tiger Tavern” – a special, recurring event. The Onitsuka Tiger Tavern will remain open to the public until May 30, 2025, while future event schedules will be announced via the brands official social media channels.
Check out the images below.
PHOTO CREDIT: Onitsuka Tiger
