Onitsuka Tiger Opens World's Largest Global Flagship Store in Shinjuku

Onitsuka Tiger opened its largest global flagship store in Shinjuku on Friday, July 10.

The store's design concept centers on a vertical narrative woven from materials, colors, and the design cultures of Japan and Italy. Each floor features distinct materials and design elements, creating a spatial journey that tells the brand's story.

From the façade to the top-floor refined and serene space, every level expresses Onitsuka Tiger’s unique identity by fusing Japan’s meticulous craftsmanship, homage to Italian design, and the energy of modern urban life. The store delivers a cohesive architectural experience that honors the brand’s heritage while elevating it into the future.

The exterior features a bold Tiger Yellow concrete façade, conceived as a monolith standing in the modern cityscape. By combining flat textures with striped patterns, it expresses honesty to materials, rhythm, and precision—paying tribute to Japanese craftsmanship and Tokyo’s dynamic urbanity. This striking yellow façade stands as a new landmark in Shinjuku, marking the beginning of an immersive in-store experience.

The 1,837-square-meter store spans four floors and offers the brand’s complete range: 'Heritage (Onitsuka Tiger)', which reinterprets archival designs for today; 'Contemporary (ONITSUKA TIGER)', showcasing collections presented at Milan Fashion Week; and 'Formality (THE ONITSUKA)', dedicated to formal footwear.

The 1st floor welcomes visitors with a powerful and impressionistic space defined by bold materials and colors. The combination of black flooring and warm Jallo Siena marble expresses Onitsuka Tiger’s signature colors with both dynamism and sophistication. Essential lines and tactile material expressions reflect the aesthetics of Japanese design, while the contrast of black and yellow creates a modern, energetic atmosphere.

The 2nd floor features a more dynamic and graphic world, anchored by black terrazzo with a granular stone texture accented with yellow. Light adds rhythm and depth, expressing the movement at the heart of the brand. The area dedicated to the globally popular 'NIPPON MADE' series, which symbolizes Onitsuka Tiger’s craftsmanship, features furniture inspired by 1970s Italian design. Warmth, individuality, and timeless craftsmanship highlight the brand’s contemporary sensibility.

The 3rd floor draws inspiration from the quiet elegance of Japanese interiors, creating a calm and refined atmosphere. Materials such as Rosso Leppanto marble, satin brass, and satin-finished steel create a sophisticated contrast. Geometric forms harmonize with gallery-style displays, offering a relaxed environment to experience the brand’s signature collections.

The M2F level features an amusement zone—the first of its kind—offering a new kind of in-store experience.

Onitsuka Tiger positions its stores as spaces where customers can experience the brand’s values and stories. This flagship store, embodying both heritage and innovation, is the largest global flagship to date, offering a new experience to customers worldwide.

Onitsuka Tiger Shinjuku

Address: 3-26-11 Shinjuku, Shinjuku-ku, Tokyo 1-3F Opening Hours: 11:00 – 20:00

Official Website: www.onitsukatiger.com

Instagram: @onitsukatigerofficial TikTok: @onitsukatigerofficial

Facebook: @OnitsukaTiger X: @OnitsukaTiger

Store Design Firm

STUDIODINICATALDI

STUDIODINICATALDI is an architecture firm based in Milan, Italy, founded by Filippo Dini and Gianluca Cataldi. Through their partnership, they have successfully realized their unique vision across various retail and residential projects, earning high acclaim for their innovative approach to interior design. Official Website: www.studiodinicataldi.com Instagram: @studiodinicataldi

Amusement Area Collaboration Partner (M2F)

GENDA GiGO Entertainment Inc.

A real entertainment company operating approximately 430 'GiGO' amusement facilities domestically and internationally.

With the vision 'Heat the World with Play,' the company creates new experiential value rooted in people’s passions.

Official Website: https://www.gendagigo.jp/