Japanese brand Onitsuka Tiger has opened a new flagship on the Avenue des Champs-Élysées. Paris holds historical significance for the brand. It was Onitsuka Tiger’s first international retail location outside of Japan following the brand’s revival in 2002. Due to this history, “Paris is really close to our heart,” Ryoji Shoda, head of Onitsuka Tiger.
After celebrating its 75th birthday last year with an activation titled “Onitsuka Tiger Hotel” in the same building, the brand is now expanding its retail presence and looking toward category expansion. “This new store on the Champs-Élysées marks the beginning of our third generation. This is going to be the first stepping stone towards our 100th anniversary.” said Shoda
Located at 25 Avenue des Champs-Élysées, the new store has taken over the space of a former restaurant at the base of the historic Hôtel de la Païva building below the legendary Travellers Club. The 5,500-square-foot space features 3,800 square feet of sales floor drenched in Onitsuka Tiger’s signature black and yellow palette.
The renovation was led by Milan-based architects Filippo Dini and Gianluca Cataldi. “We always like to have a crash between Tokyo style with European culture,” Dini said. The result is a layered space that combines preserved 19th-century architectural features, including original arches and pillars, with glossy black shelving units reminiscent of traditional Japanese lacquer boxes, as well as custom concrete crafted from Japanese mortar.
Onitsuka Tiger in Paris at Avenue des Champs Elysees
Each area within the store reflects a different aspect of the Onitsuka Tiger range. One room features a bookshelf-style display that highlights the 100 percent handmade “Nippon Made” collection. To celebrate the opening, a special “Nippon Made” edition of the classic Mexico 66 rendered in the colors of the French flag will be available.
Another room dedicated to ready-to-wear is bathed in the traditional bright yellow hue of the brand’s signature sneaker. The rooms will also offer heritage models, bags and accessories. Meanwhile, a former bank vault has been cleverly transformed into the store’s dressing rooms.
Adding to the lifestyle experience, the store includes a café serving Onitsuka Tiger’s own branded coffee blend, as well as specialty drinks and snacks. For dinner in the private Travellers Club, Michelin-starred chef Ryuji Teshima created a four course meal with each course paired to one of the four fragrances. Each course was accompanied by an interpretive dance.
Onitsuka Tiger is now the most profitable category within parent company Asics. The most recent financial results showed sales up 58.3 percent year-over-year, with profit increasing 8.5 percent over 2023. The company currently operates 192 own-brand stores across the globe, including 48 in Japan, 83 in China, 32 in South Korea, 19 in Southeast Asia, seven in Europe and three in Australia.
Onitsuka Tiger in Paris at Avenue des Champs Elysees
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