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After years of managing a retail space in Soho, Onitsuka Tiger has stepped up its presence in London with a new flagship store. Situated only a few blocks away, the Japanese sneaker brand has taken over the premises of affiliated sportswear brand Asics. The store occupies no less than 864 sqm. (9,300 sq.ft.) across two floors of an office building with a classic façade erected in 1925 by British architect Henry Tanner. Needless to say, this is the company’s biggest store worldwide. Designed by London-based architecture and design practice milk, the store sees an infusion of marble, most notably captured by the flooring and a display wall at the very core of the store. The entrance is marked by a pillar clad in tubular lights which not only signals the brand’s philosophy of fusing heritage and innovation, but a floor cut-out also allows it to tie in the ground floor and basement section. The new Onitsuka Tiger flagship store carries the brand’s full range of products, including the Nippon Made series and the more upscale The Onitsuka line. The basement section is home to a showroom and gallery and event space which the brand uses to connect with the British capital’s flourishing creative scene through collaborations and events.

Designed by milk
Images © Onitsuka Tiger
Photography: Ben Anders

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