Onitsuka Tiger paints the town red with its new Covent Garden store

London’s bustling Covent Garden and Japanese sensibility might seem like an unlikely pairing at first — one’s a tourist-packed hub of street performers and overpriced pints, the other’s all about artisanal and considered design. But actually, it’s probably the perfect spot for Onitsuka Tiger’s first European Red Concept Store, which — named after the Japanese sakura — pairs Japanese tradition with modern urban aesthetics.

But what is a Red Concept Store, you ask? First launched in 2024 to mark the brand’s seventy-fifth anniversary, the idea is to spotlight the unique Onitsuka Tiger red shade, taking a bold swerve away from the yellow tones one might usually associate with the brand and its notorious Kill-Bill-style Mexico 66 trainers. While the iconic style remains at the heart of the new store, it’s actually the special-edition Mexico 66 NMs from their Nippon Made series taking centre stage in Covent Garden.

With red laces standing out from the denim-wash shoe, the NMs are in good company on Neal Street. Designed by Milan-based Studio Dini Cataldi, the store is, of course, completely drenched in the Onitsuka Tiger red. But it doesn’t just look like any regular store — it has black concrete display walls and freestanding red glass units that make the space look as much like an art exhibition for accessories as a retailer.

The experience element of the launch doesn’t stop there, though — the store partnered with the pub across the road, the Crown & Anchor, to transform the drinkery into the Onitsuka Tiger Tavern. They even had a swanky opening reception that featured Suntory Whisky Toki cocktails and Japanese fusion finger foods, adding a further dimension to the east-meets-west collaboration.

So, whether you’re after a new pair of trainers, want to check out more of the Nippon Made series, or just want to see how Japanese design translates to a London retail space, it’s worth the trip down to Neal Street. Plus, with that pub opposite, you can always grab a pint afterward and contemplate whether you really need another pair of red trainers (the answer is, of course, yes).