Store gallery: Onitsuka Tiger opens concept store inspired by 'Japanese architectural minimalism'

The Japanese athletics brand notes that the new concept store is inspired by Sakura, the cherry blossom, and Japanese architectural minimalism with “clean lines, modular volumes and sharp geometries”. 

Polished black and red mirrors line the interiors, and products are showcased on black concrete display walls, lit by white ceiling light boxes. 

The storefront has been installed with three-sided rotating prisms, which, according to the brand, create an ever-changing canvas. 

Designed by 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”. 

“Onitsuka Tiger is a cultural brand that reflects Japanese sensibility and aesthetic, fostering a dialogue with the world,” says Onitsuka Tiger head of Company Ryoji Shoda. 

“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.”