Japanese fashion label Onitsuka Tiger has launched its first Red Concept Store in Europe, selecting Neal Street in Covent Garden’s Seven Dials district for the new location. The store opened on Tuesday, 27 May 2025, as part of the brand’s 75th anniversary celebrations.
Introduced in 2024, the Red Concept Store showcases Onitsuka Tiger’s fusion of sportswear and fashion. Its design, led by Studio Dini Cataldi, merges Japanese tradition with modern urban aesthetics. Central to the offering is a limited edition of the ‘MEXICO 66TM NM’ shoe from the NIPPON MADE Series, available exclusively at this store.
The retail environment is entirely enveloped in the distinctive Onitsuka Tiger red, a hue inspired by Sakura, the Japanese cherry blossom. The space reflects the brand’s Japanese heritage through clean lines, modular volumes, and sharp geometries. These design elements pay homage to Japanese architectural minimalism, while the use of polished red and black mirrors throughout the interior intensifies the store’s visual impact.
Products are displayed on monolithic black concrete walls and within freestanding red glass units, which resemble artistic installations. The contrast of matte black furniture and illuminated white ceiling light boxes highlights the merchandise, creating a visually striking shopping experience.
A notable feature is the dynamic storefront, which includes three-sided rotating prisms integrated into the façade. These continuously moving elements create an evolving canvas that mirrors the energy and movement of Covent Garden’s bustling streetscape.
Ryoji Shoda, head of Onitsuka Tiger Company, commented: “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.”
The store’s range includes the Red Collection and pieces from the NIPPON MADE line, covering footwear, bags, accessories, and apparel.
To commemorate the launch, Onitsuka Tiger partnered with Crown & Anchor, a local pub opposite the store, to host Onitsuka Tiger Tavern, a public event series running until 30 May 2025.
