Ten years ago Asics launched the Onitsuka Tiger lifestyle sneaker brand, and to commemorate the event a fancy new flagship opened its doors in Tokyo. Located behind Omotesando Hills Mall in a prestigious corner of Harajuku, this is a major retail statement that’ll resonate well beyond Japan’s borders. The store measures a spacious 263 sqm., spread over two floors of a modern low-rise building.
The east meets west interior design concept – a collab effort of architecture practice line-inc and Onitsuka Tiger’s very own roji shoda – blends different aesthetic elements, pairing bamboo herringbone parquet with carefully sourced European furniture and fixtures. Literally framed by the concrete and glass structure, the result is a sophisticated yet laid-back retail space that’s very compatible with Onitsuka Tiger’s brand values. The ground floor features a sneaker wall, apparel items and select merchandise.
The sizeable cashier’s desk with built-in watch cabinet stands out even more because it’s placed in front of a black concrete wall that prominently features the brand’s feline symbol. A robust concrete staircase leads to the first floor, and halfway a wall-mounted tv screen features short films of products. Upstairs is hardcore sneaker heaven with an abundance of models in a playful setting that combines a latticed ceiling with a shiny white epoxy resin floor.
Taking center stage is a display crafted by creative collective magma which doubles as a table tennis table. A giant flaming Keirin shoe by artist Noriyuki Fukushima adorns an entire wall, while a screen next to seating corner with a comfy leather sofa airs episodes of the cool nippon made series.
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