It is the brand’s first Red Concept Store in Europe.
Japanese brand Onitsuka Tiger has opened a store in London’s Covent Garden. The store, inaugurated on May 27, is located on Neal Street, in the vibrant Seven Dials area. It is the brand’s first Red Concept Store in Europe. The new opening is part of a broader international expansion strategy. Onitsuka Tiger is set to open a permanent store on Paris’ Champs-Elysées in July and opened more than 20 stores over the past 18 months.
The Red Concept Store, launched in 2024 to mark the brand’s 75th anniversary, features the Onitsuka Tiger’s signature red color, inspired by the Japanese cherry blossom. The new Covent Garden store was designed by Studio Dini Cataldi, a Milan-based architectural firm led by Filippo Dini and Gianluca Cataldi. The design of the store merges the brand’s Japanese heritage with modern urban aesthetics. White ceiling light boxes and black furniture form a strong contrast with the bold red. Onitsuka Tiger’s collections are showcased on black concrete display walls and freestanding red glass units.
A special edition of the “Mexico 66TM NM” shoe (Nippon Made Series) celebrates the opening and is available exclusively at the Covent Garden store. Onitsuka Tiger also collaborated with Crown & Anchor, a local pub situated opposite the store, on an authentic British pub experience called “Onitsuka Tiger Tavern” until May 30. More events will be planned regularly, said the brand. The schedule will be announced on its official social media channels.
