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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You can feel the meraviglia," he said. Demonstrated in the book is the family's unique approach to shoemaking in a region that boasts 70 percent of the country's shoe making facilities. 'Le Marche is a place where culturally shoes are created and our company has the sophistication, quality level and hard work that is unique. We are totally different from the others in the way we produce and how we do things,' he noted. While the book may sum up the last 50 years, Santoni is looking to the future. 'We're very proactive and productive. The book and the story are cool, and we are very happy and proud of our 50th anniversary, but this is not an arrival point. This is just the beginning of the next 50. There is a bright future in front of us," concluded Santoni.
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13 hours ago
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The new 4,500-square-foot, two story boutique at 667 Madison Avenue precedes a former New York store opened in 1997 and is located within a newly conceived commercial office tower, thus Santoni and his architect Patricia Urquiola had a blank space to work with. However, the ambitious design was a feat. 'It's a huge, beautiful space with very high, 27-foot ceilings. The construction process was very complicated due to this and because we installed a lighting system to mimic natural sunlight. You can see the real color of the shoe thanks to this lighting seat; typical indoor shop lighting discolors a product's appearance,' Santoni explained. Indeed, the ceiling featured an iron I-beam construction in triangular sections with luminescent panels that gave the appearance of soft spring afternoon light while outside in New York it was dark and cloudy. The design by Urquiola references the brand's first flagship in Milan which opened in 2012. Other design features include a pointed pyramid wave-effect wall covering and marble display tables and pedestals. The store sits in fine company with brands such as Brunello Cucinelli, Valentino, Jimmy Choo, and Tom Ford nearby. 'We wanted to create an ambience that is not a shop, but where we can tell the story of the Santoni lifestyle mood. It doesn't look like a store, but more like a private club or a lifestyle space where you see shoes and other leather goods collections mixed into architectural elements and design,' he continued. Beyond the specific area of Madison Avenue, the country at large is important for Santoni. 'The United States is our biggest export country. We're doing very well even in this tricky market situation where business is quite volatile. Since the beginning of 2025, the company overall has nice 15 percent double digit growth,' Santoni added. This is also in part to the growing success of its accessories category led by the Pluto bag which was introduced in 2023. According to Santoni the accessories component led by the bag's growth has increased existentially in the last six to 12 months. 'The Pluto bag is an unbelievable asset for Santoni and represents the brand from the design point of view. We are continuing to introduce new versions of the bag even for the next few years because we believe this is really the essence of the Santoni and important to the brand representation in the future,' he said. New iterations include suede styles and new travel accessories made from recycled materials. Beyond bags, the executive believes something other than possession for the sake of possessing drives the Santoni customer; it elicits an 'IYKYK' reaction. 'I'm positive because Santoni customers are loyal to our values and uniqueness of our hand crafted and hand painted offerings which are totally individual. They don't buy only a statement, but they buy something very specific, each pair of shoes is a piece of art; made by a single artisan their perfection lies in their imperfection. Our customer wants a different buying experience and to feel the emotion when you buy a specific product; you feel bold when you buy a pair of Santoni shoes,' he said. After exploring the new store, select guests such as Maggie Gyllenhaal and Michelle Monaghan joined the Santoni and the Assouline families and headed up Madison Avenue to the New York outpost of Caviar Kaspia at The Mark. While guests sipped vodka, enjoyed caviar and blinis and salmon in every form, Giuseppe Santoni and Assouline's president, Alexandre Assouline, welcomed guests. Assouline, noting that they publish a lot of books, said Santoni felt special and offered a toast to Santoni's 50th anniversary and new Madison Avenue flagship, highlighting the shared family values and dedication to heritage and craftsmanship that define both Santoni and Assouline, illustrated in the new title "Santoni Meraviglia". In speaking to about the partnership and meaning of the book's title, the chairman noted the synergy of the book as a luxury product like Santoni. 'Assouline and Santoni met through common friends, and they appreciate and understand Santoni. I appreciate what they do with the kind of passion and attention that they have. Compared to other editors, they have the highest-level quality,' he explained, adding, ''Meraviglia' or 'wonder' is experiencing something, so you remember it. What we do is something that is always created for people; when you see our shoes, our production process, visiting our factory, showroom, and stores. You can feel the meraviglia," he said. Demonstrated in the book is the family's unique approach to shoemaking in a region that boasts 70 percent of the country's shoe making facilities. 'Le Marche is a place where culturally shoes are created and our company has the sophistication, quality level and hard work that is unique. We are totally different from the others in the way we produce and how we do things,' he noted. While the book may sum up the last 50 years, Santoni is looking to the future. 'We're very proactive and productive. The book and the story are cool, and we are very happy and proud of our 50th anniversary, but this is not an arrival point. This is just the beginning of the next 50. There is a bright future in front of us," concluded Santoni.
Fashion Network
13 hours ago
- Fashion Network
Santoni celebrates 50th anniversary with new store and Assouline book
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The new 4,500-square-foot, two story boutique at 667 Madison Avenue precedes a former New York store opened in 1997 and is located within a newly conceived commercial office tower, thus Santoni and his architect Patricia Urquiola had a blank space to work with. However, the ambitious design was a feat. 'It's a huge, beautiful space with very high, 27-foot ceilings. The construction process was very complicated due to this and because we installed a lighting system to mimic natural sunlight. You can see the real color of the shoe thanks to this lighting seat; typical indoor shop lighting discolors a product's appearance,' Santoni explained. Indeed, the ceiling featured an iron I-beam construction in triangular sections with luminescent panels that gave the appearance of soft spring afternoon light while outside in New York it was dark and cloudy. The design by Urquiola references the brand's first flagship in Milan which opened in 2012. Other design features include a pointed pyramid wave-effect wall covering and marble display tables and pedestals. The store sits in fine company with brands such as Brunello Cucinelli, Valentino, Jimmy Choo, and Tom Ford nearby. 'We wanted to create an ambience that is not a shop, but where we can tell the story of the Santoni lifestyle mood. It doesn't look like a store, but more like a private club or a lifestyle space where you see shoes and other leather goods collections mixed into architectural elements and design,' he continued. Beyond the specific area of Madison Avenue, the country at large is important for Santoni. 'The United States is our biggest export country. We're doing very well even in this tricky market situation where business is quite volatile. Since the beginning of 2025, the company overall has nice 15 percent double digit growth,' Santoni added. This is also in part to the growing success of its accessories category led by the Pluto bag which was introduced in 2023. According to Santoni the accessories component led by the bag's growth has increased existentially in the last six to 12 months. 'The Pluto bag is an unbelievable asset for Santoni and represents the brand from the design point of view. We are continuing to introduce new versions of the bag even for the next few years because we believe this is really the essence of the Santoni and important to the brand representation in the future,' he said. New iterations include suede styles and new travel accessories made from recycled materials. Beyond bags, the executive believes something other than possession for the sake of possessing drives the Santoni customer; it elicits an 'IYKYK' reaction. 'I'm positive because Santoni customers are loyal to our values and uniqueness of our hand crafted and hand painted offerings which are totally individual. They don't buy only a statement, but they buy something very specific, each pair of shoes is a piece of art; made by a single artisan their perfection lies in their imperfection. Our customer wants a different buying experience and to feel the emotion when you buy a specific product; you feel bold when you buy a pair of Santoni shoes,' he said. After exploring the new store, select guests such as Maggie Gyllenhaal and Michelle Monaghan joined the Santoni and the Assouline families and headed up Madison Avenue to the New York outpost of Caviar Kaspia at The Mark. While guests sipped vodka, enjoyed caviar and blinis and salmon in every form, Giuseppe Santoni and Assouline's president, Alexandre Assouline, welcomed guests. Assouline, noting that they publish a lot of books, said Santoni felt special and offered a toast to Santoni's 50th anniversary and new Madison Avenue flagship, highlighting the shared family values and dedication to heritage and craftsmanship that define both Santoni and Assouline, illustrated in the new title "Santoni Meraviglia". In speaking to about the partnership and meaning of the book's title, the chairman noted the synergy of the book as a luxury product like Santoni. 'Assouline and Santoni met through common friends, and they appreciate and understand Santoni. I appreciate what they do with the kind of passion and attention that they have. Compared to other editors, they have the highest-level quality,' he explained, adding, ''Meraviglia' or 'wonder' is experiencing something, so you remember it. What we do is something that is always created for people; when you see our shoes, our production process, visiting our factory, showroom, and stores. You can feel the meraviglia," he said. Demonstrated in the book is the family's unique approach to shoemaking in a region that boasts 70 percent of the country's shoe making facilities. 'Le Marche is a place where culturally shoes are created and our company has the sophistication, quality level and hard work that is unique. We are totally different from the others in the way we produce and how we do things,' he noted. While the book may sum up the last 50 years, Santoni is looking to the future. 'We're very proactive and productive. The book and the story are cool, and we are very happy and proud of our 50th anniversary, but this is not an arrival point. This is just the beginning of the next 50. There is a bright future in front of us," concluded Santoni.
