Red Hot and Ready: Onitsuka Tiger Roars into Covent Garden with Europe’s First Red Concept Store
If you’re wandering the vibrant streets of Covent Garden and feel the sudden urge to step inside a portal of bold design and Japanese finesse, you’re probably standing in front of Onitsuka Tiger’s latest statement: its first Red Concept Store in Europe. Set in the energetic core of Seven Dials on Neal Street, this new space isn't just a store—it’s a full-blown sensory experience with Tokyo precision and London flair.
Officially launched on May 27, 2025, the Covent Garden outpost marks a major European milestone for the brand. First unveiled in 2024 as part of Onitsuka Tiger’s 75th-anniversary celebrations, the Red Concept Store serves as both a homage to its roots and a daring leap into its next era. At the heart of it all? The iconic ‘Mexico 66™’—a shoe that’s stood the test of time and continues to define the brand’s DNA.
Designed by the Italian architectural duo Filippo Dini and Gianluca Cataldi of Studio Dini Cataldi, the store is a visual manifesto of contrasts—heritage meets future, minimalism meets boldness. A single-story space completely awash in a striking shade of red (a nod to Sakura, Japan’s cherished cherry blossom) is balanced by sleek modular forms and sharp geometric lines. Think Japanese architectural minimalism reimagined in hyper-saturated technicolour.
Walk in, and you’re greeted by monolithic black concrete display walls and sculptural red glass units that look more like installations at a modern art museum than retail shelving. Matte black furnishings and clean white lightboxes strip distractions away, letting each product demand attention.
The façade? Just as dynamic. Featuring three-sided rotating prisms, the storefront is in constant motion—catching light, reflecting passersby, and delivering an ever-evolving visual experience that mirrors the pulse of Covent Garden itself.
“Onitsuka Tiger is a cultural brand that reflects Japanese sensibility and aesthetic, fostering a dialogue with the world. This store transcends mere product sales. Located in the vibrant heart of Covent Garden, Seven Dials, where diversity and next-generation culture converge, we aspire to enhance the creative evolution of this area by subtly exploring the realms of art and entertainment, starting from Japanese design and craftsmanship,” says Ryoji Shoda, head of Onitsuka Tiger Company.
To celebrate the opening, an exclusive ‘MEXICO 66™ NM’ from the NIPPON MADE Series is available only at this location—just another reason to make the trip. You’ll also find the full Red Collection, along with a sharp edit of bags, accessories, and curated pieces from the NIPPON MADE range.
But it’s not all about sneakers. Across the street at Crown & Anchor, a local English pub, Onitsuka Tiger has teamed up with House of Suntory to launch Onitsuka Tiger Tavern. This pop-up bar-meets-social-hub serves up Suntory Whisky Toki™ cocktails alongside Japanese-inspired finger food—a slick cultural crossover that ran until May 30, 2025. Regular programming at the Tavern is also on the horizon, so keep an eye on their socials for what’s next.
This isn’t just a retail launch. It’s a cultural installation. A fashion pilgrimage. A toast to craftsmanship, innovation, and the energy of a city always on the move.
Onitsuka Tiger Red Concept Store – Covent Garden
Address: 14-16-18 Neal Street, Covent Garden, London WC2H 9LY
Tel: +44 (0)20 3808 5596
Opening Hours:
Mon–Fri: 10:00 AM – 8:00 PM
Sat: 10:00 AM – 8:30 PM
Sun: 12:00 PM – 6:00 PM
