Built around the concept of a ‘vertical narrative’, Onitsuka Tiger has revealed its largest global flagship store in Shinjuku, Tokyo.
The four-storey, 1,837sq m store brings together the brand’s full portfolio under one roof, including the Heritage collection, the Contemporary line featuring Milan Fashion Week collections from ONITSUKA TIGER, and the Formality footwear category from THE ONITSUKA.
The flagship is built around the concept of a ‘vertical narrative’, with each floor showcasing different materials, colours and design elements inspired by Japanese craftsmanship and Italian design. Its Tiger Yellow concrete façade is designed as a monolithic structure that stands out in the Shinjuku cityscape.
Inside, each level offers a distinct retail environment, from bold black-and-yellow interiors on the ground floor to gallery-inspired spaces on the upper levels. The second floor features the NIPPON MADE collection alongside furniture inspired by 1970s Italian design, while the third floor incorporates Rosso Lepanto marble, satin brass and brushed stainless steel to create a refined shopping environment. The mezzanine houses Onitsuka Tiger’s first amusement area, introducing a new experiential retail concept for the brand.
