A Japanese-heritage brand asked an Italian studio to design its identity in stone: Onitsuka Tiger’s new Tokyo store pairs Giallo Siena marble and black terrazzo with Milan-based Studio Dini Cataldi’s floor-by-floor design narrative.
Onitsuka Tiger opened its largest flagship store worldwide in Tokyo’s Shinjuku district on July 10. The four-floor, 1,837 sqm store marks the first time the brand has brought its entire portfolio — Heritage, Contemporary and Formality — together under a single roof, and it does so in the city where the label’s sporting heritage began.
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The store is wrapped in a bright yellow concrete exterior that makes it instantly recognizable within one of Tokyo’s busiest commercial districts. Inside, Milan-based architecture practice Studio Dini Cataldi, founded by Filippo Dini and Gianluca Cataldi, has arranged the building as a floor-by-floor journey through different aspects of the brand’s identity, with each level assigned its own material palette and design register.
The ground floor combines black flooring with Giallo Siena marble; the second floor is finished in black terrazzo and furnished with pieces inspired by 1970s Italian design; the third floor uses Rosso Lepanto marble, satin brass and brushed stainless steel. According to reports covering the opening, the mezzanine level includes Onitsuka Tiger’s first entertainment area, developed with GENDA GiGO Entertainment.
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Headlines about the biggest flagship and most floor space are the obvious story, but the more interesting one is what Onitsuka Tiger chose to put inside the space. Heritage, Contemporary and Formality have traditionally been split across different retail formats or regions; brought together under one roof in Tokyo, and blending Italian design with Japanese style, they become a physical, multifaceted expression of what the brand is and aims to represent.
Eastern views
Asia-Pacific insights for the sporting goods industry
Analysis, insights, and expert perspectives on the sporting goods industry across Asia-Pacific — covering market trends, manufacturing, retail, and brand strategy from China to Southeast Asia to Oceania. With Jakarta-based contributing editor Yohana Belinda.
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