Cherry Blossom red, clean lines & sharp angles mark Onitsuka Tiger’s new store in London

Japanese fashion brand Onitsuka Tiger has opened its first Red Concept store in Europe at the vibrant Seven Dials area, in London’s Covent Garden. Located on Neal Street, the London Red Concept Store has been designed by Italy based Studio Dini Cataldi, an architectural firm led by Filippo Dini and Gianluca Cataldi.The store is built around a concept that merges the brand’s Japanese heritage with modern urban aesthetics.

The single-story retail space is enveloped in the bright Onitsuka Tiger red, inspired by Sakura, the Japanese cherry blossom.  Design elements such as, clean lines, modular volumes, and sharp geometries reflect Japanese architectural minimalism, while polished red and black mirrors elevate the overall interior presence.

Onitsuka Tiger’s collections are showcased on monolithic black concrete display walls and freestanding red glass units that resemble captivating art installations.  Matte black furniture and white ceiling light boxes form a strong contrast with the bold red, enhancing visibility of the products. 

A dynamic storefront concept has been integrated with the installation of three-sided rotating prisms in the façade.  The continuous motion of the prisms creates an ever-changing canvas that embodies the bustling energy of Covent Garden.

“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,” stated Ryoji Shoda, head of Onitsuka Tiger Company, regarding this new store's opening.

Onitsuka Tiger has partnered with Crown & Anchor, a local English pub opposite the store, to host a special event Onitsuka Tiger Tavern, on a regular basis.  In collaboration with House of Suntory, the opening reception offers bespoke cocktails crafted with Suntory Whisky Toki™, paired with a selection of Japanese fusion finger foods.