Japanese fashion label Onitsuka Tiger has officially launched its first Red Concept Store in Europe, showing a significant milestone in the brand’s global expansion.
The new store, which opened its doors on May 27, 2025, is located in the heart of Covent Garden, London, an area known for its dynamic blend of culture, fashion, and arts.
This concept store isn’t just another retail outlet. It’s a bold new chapter for Onitsuka Tiger as it celebrates its 75th anniversary, embracing innovation while staying rooted in its iconic design ethos.
With the Red Concept Store, the brand aims to create an immersive and aesthetically driven retail experience that merges Japanese minimalism with London’s urban sophistication.
Designed by renowned Italian architecture firm Studio Dini Cataldi, the store’s interior is a striking study in contrast and balance.
A dominant red color scheme runs throughout the space, referencing the delicate beauty of Japanese sakura (cherry blossoms) while also evoking a sense of power and passion.
The design features sleek materials such as red glass, matte black furniture, polished mirrors, and dark concrete, creating a spatial atmosphere that feels less like a traditional store and more like an art installation.
One of the most visually captivating elements of the store is its rotating triangular façade, which changes appearance depending on the viewer’s angle. This kinetic element is designed to reflect the constant motion and energy of London’s Covent Garden while drawing attention to the store as a creative landmark in the city.
To celebrate the grand opening, Onitsuka Tiger introduced a limited-edition version of the Mexico 66 NM, part of the brand’s Nippon Made series, exclusively available at the London concept store.
Priced at £295, this special release underscores the brand’s commitment to craftsmanship, quality, and exclusivity. Adding a unique cultural twist to the launch, the brand also hosted a pop-up event dubbed the “Onitsuka Tiger Tavern”, held at the nearby Crown & Anchor pub from May 27 to 30.
The Red Concept Store is not just about retail, it is a strategic expression of Onitsuka Tiger’s evolving identity as a luxury lifestyle brand. By positioning itself in London’s Covent Garden, the label is clearly signaling its intention to engage deeply with fashion-forward and culturally curious consumers in Europe.
The store is also a testing ground for similar launches in other fashion capitals such as Milan and Paris.
Through its carefully considered design, exclusive offerings, and cross-cultural experiences, the new Red Concept Store in London demonstrates how a heritage brand like Onitsuka Tiger can continue to innovate while remaining true to its roots.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
