Covent Garden debut is Onitsuka Tiger's first Red concept store in Europe, Paris comes next
Covent Garden continues to be something of a magnet for sneaker brands and the latest arrival is Onitsuka Tiger's very first European Red concept store.
The Japanese brand has just opened in the key London shopping district offering up a mix of fashion with sports and heritage with innovation.
It's on popular Neal Street in Covent Garden's Seven Dials area and opened on Tuesday.
Interestingly, Onitsuka Tiger has partnered with Crown & Anchor, a local English pub opposite the store to host a special event, Onitsuka Tiger Tavern, on a regular basis. It will be open until May 30 for the launch period with a schedule for upcoming events to be announced on the brand's official social media channels.
A brand spokesperson told FashionNetwork.com at the opening event that there will be 'new product and developments' in the final quarter of this year, but earlier than that a Paris store opens next month.
The Red concept first launched last year to mark the brand's 75th anniversary and showcases a range of heritage styles with the 'Mexico 66' shoe at its core (a special edition of that is available at the new store exclusively).
Designed by the Studio Dini Cataldi architectural firm, the new space is built around a concept that 'merges the brand's Japanese heritage with modern urban aesthetics'.
It's a single-storey retail space 'enveloped in the bright Onitsuka Tiger red, inspired by Sakura, the Japanese cherry blossom'.
Design elements include 'clean lines, modular volumes, and sharp geometries' that reflect Japanese architectural minimalism, 'while polished red and black mirrors elevate the overall interior presence'.
The products are shown on monolithic black concrete display walls and freestanding red glass units mean to 'resemble captivating art installations'. There's also matte black furniture and white ceiling light boxes that 'form a strong contrast with the bold red, enhancing visibility of the products'.
Externally, the installation of three-sided rotating prisms create an impression on the façade. The company said the 'continuous motion of the prisms creates an ever-changing canvas that embodies the bustling energy of Covent Garden'.
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