New Retail Experience: Onitsuka Tiger's First Red Concept Store Opens in London
Londen, donderdag, 29 mei 2025.
Onitsuka Tiger has opened its first Red concept store in Europe in the vibrant Covent Garden, London. This innovative store merges heritage with modern fashion, with the iconic ‘Mexico 66’ sneaker at its core. Alongside its rich design, inspired by Japanese minimalist architecture, the brand is also hosting special events in collaboration with the nearby Crown & Anchor pub. Until 30 May, visitors can enjoy the unique Onitsuka Tiger Tavern experience. This concept marks a strategic expansion into other European cities, with Paris as the next location.
Strategic Expansion into Europe
Onitsuka Tiger’s launch of the first Red concept store in Covent Garden, London, marks a significant step in their strategic expansion within Europe. This concept, first launched in 2024 in Japan to celebrate the brand’s 75th anniversary, combines heritage with modern urban aesthetics. The store offers a unique shopping experience with the iconic ‘Mexico 66’ shoes as the centerpiece of their collection [1][2][3].
Omnichannel Experience and Local Collaboration
With the opening of this new store, Onitsuka Tiger has also created an innovative omnichannel experience environment. Collaborations with local entities such as the Crown & Anchor pub, temporarily renamed the Onitsuka Tiger Tavern, enhance their community outreach. This alliance provides visitors with a mix of Japanese cultural events and culinary experiences, such as Toki Whisky cocktails, until 30 May [2][4][5].
Architectural Masterpiece
The store, designed by the renowned Studio Dini Cataldi, is an architectural marvel embracing Japanese minimalist principles combined with urban flair. The interior, dominated by Onitsuka Tiger’s signature red colour inspired by Japanese cherry blossom, enhances the visibility of the products and creates a striking retail experience with monolithic black concrete display walls and freestanding red glass units [1][3][6].
Market Position and Future Plans
With this store establishment, Onitsuka Tiger strengthens its market position within the United Kingdom and plans further expansion into other European metropolises such as Paris. The presence in Covent Garden, a hotspot for sneaker brands, underscores their commitment to enhancing urban shopping experiences and boosting brand awareness among local and tourist consumer audiences [2][4][6].