Omotesando】Yellow concept store where you can experience "Onitsuka Tiger" with all five senses. Read in Japanese

Onitsuka Tiger Yellow Concept Store

Omotesando's main street has just opened another hot spot that should not be missed.
On April 27, 2025, a new concept store of Onitsuka Tiger, a global brand from Japan, will open. The name of the store, " Yellow Concept Store," is based on the brand's signature color, bright yellow.

In this article, we will introduce the attraction of this new store as well as the history and worldview of the Onitsuka Tiger brand in detail.
If you are wondering, "Where should I go in Omotesando? and sneaker fans and fashion lovers!

What is Onitsuka Tiger? ｜A Japanese brand that embodies the fusion of sports and fashion

Onitsuka Tiger was founded in 1949. The founder, Kihachiro Onitsuka, established this sports shoe brand based on the philosophy of "providing young people with sound growth through sports.

Initially, the company started by manufacturing basketball shoes, and in the 1960s, it came to be recognized as a brand that supports the feet of Olympic athletes. Among them, " Mexico 66 " announced in 1966 is still loved by fans all over the world as a standard model.

In 1977, the brand was temporarily integrated due to the merger of the three predecessor companies of the "ASICS" athletic brand, but the "Onitsuka Tiger" name was revived in 2002. Since then, the brand has continued to develop modern and stylish items while preserving tradition as a premium fashion brand from Japan.

Brand Characteristics

• Fusion of Japanese craftsmanship andmodern design
• Simple and sophisticated forms that harmonize with global fashion trends
• In addition to shoes, the brand also offers apparel, accessories, and bags

LAWNSHIP 3.0 Onitsuka Tiger

15,400 yen (as of 05/01/2025 08:08 | Rakuten Ichiba)

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Interior and products｜Brand's world view spread over four floors

The store consists of four floors from the first basement floor to the third floor, each of which offers products with different themes.

B1F-2F｜Latest collection & Japanese denim "DENIVITA" series

From the basement to the 2nd floor, the store focuses on the cutting-edge collection presented at Milan Fashion Week and the " DENIVITA " series using high-quality denim fabric made in Japan.

This floor features items that combine functionality and fashion, and is recommended for trend-conscious adults.

3F｜"Heritage Style" reinterprets archives in a modern way

On the top floor, the 3rd floor, masterpiece items created by the brand in the past are reconstructed from a modern perspective.
Classic and stylish heritage styles that are both nostalgic and new are available.

Visit in person｜The staircase is cool in yellow! Check how crowded it is!

I visited on a weekday, and found the first floor almost empty, but there were a few people on the second floor, and the third floor was crowded. As one might expect, it was just after the opening, so the buzz was high.

Incidentally, the elevator was not usable, but when we checked on May 20, it was fixed!

This staircase is also entirely yellow, designed to look like a part of the space presentation. It looks good in photos!

A "spatial store" where you can experience the brand through all five senses

This yellow concept store is not just a retail store.
The space itself is a tool for expressing the brand, and it is a place where you can experience "Onitsuka Tiger" through all five senses.

The contrast between the yellow glass fixtures and the dark interior is particularly striking.
The entire space exudes an exquisite tension between "Japanese tradition" and "modern minimalism.

Onitsuka Tiger SERRANO

Rakuten Fashion

12,100 yen (as of 2025/05/01 08:12 | Rakuten Ichiba)

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Rakuten Market

MERCALI

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The second "Yellow Concept Store" following Ginza

This new Omotesando store is the second store in Japan after the Yellow Concept Store in Ginza, which opened in 2023.
While the Ginza store had an urban and mode atmosphere, the Omotesando store is designed to be more open and artistic.

Summary｜Experience "Japanese beauty and sneakers" in Omotesando

Onitsuka Tiger's yellow concept store is more than just a place to shop; it is a new spot where you can experience the brand.
The essence of Japanese tradition, Italian architecture, Japanese denim, and global fashion are all condensed into one space.

If you are in Omotesando, please stop by and feel this space with your own five senses.
If you like fashion, architecture, or are looking for a photo-worthy spot...
We recommend this new Omotesando landmark to all adults.

Yellow Concept Store" in Omotesando｜Location, access, opening hours

The bold black and yellow exterior of the store stands out conspicuously along Omotesando's main street. The building embodies the brand's identity, and its presence is irresistible to architecture lovers.

The building was designed by STUDIODINICATALDI, an architectural firm based in Milan, Italy.
Under the theme of "fusion of Tokyo energy and delicacy," structural beauty reminiscent of shoji screens and bamboo screens is scattered throughout the building.