Opening on April 27th [Omotesando] A yellow concept store where you can experience "Onitsuka Tiger" with all five senses | THISTOKYO+ | Local media reporting on the "now" in Harajuku and Omotesando

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Onitsuka Tiger Yellow Concept Store

Another must-see spot has opened on the main street of Omotesando.
On April 27, 2025, a new concept store for the Japanese global brand Onitsuka Tiger will open. The store is named the “Yellow Concept Store” and is themed around the brand’s signature color, vibrant yellow.

In this article, we’ll take a closer look at the charms of this new store, as well as the history and world view of the Onitsuka Tiger brand.
This is a must-read for sneaker fans and fashion lovers who are wondering, “Where should I go in Omotesando?”

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

Onitsuka Tiger got its start way back in 1949 (Showa 24). It is a sports shoe brand established by founder Kihachiro Onitsuka with the philosophy of “promoting healthy growth for young people through sports.”

Initially, the company started out by manufacturing basketball shoes, and in the 1960s it became known as a brand supporting the feet of Olympic athletes. The “Mexico 66,” released in 1966, is still a classic model loved by fans around the world.

In 1977, the three companies that were the predecessors of the athletic brand “Asics” merged and the brands were temporarily integrated, but the name “Onitsuka Tiger” was revived in 2002. Since then, as a premium fashion brand from Japan, it has continued to develop modern and stylish items while maintaining its traditions.

Brand characteristics

A fusion of Japanese craftsmanship and modern design
Simple and sophisticated forms that harmonize with global fashion trends
In addition to shoes, apparel, accessories, bags, etc. are also available

“Yellow Concept Store” opens in Omotesando | Location, Access, and Opening Hours

Store Information

Store name: Onitsuka Tiger Yellow Concept Store
Location: Jingumae 6-chome, Shibuya-ku, Tokyo (halfway between Harakado and Kiddyland)
Access: 5 minutes walk from Tokyo Metro Omotesando Station or Meiji-Jingumae Station
Opening hours: 11:00-20:00

Its bold black and yellow exterior stands out along the main street of Omotesando. The building embodies the brand’s identity and has a presence that will appeal to architecture enthusiasts.

The building was designed by STUDIODINICATALDI, an architecture firm based in Milan, Italy.
With the theme of “combining the energy and delicacy of Tokyo,” the building is dotted with structural beauty reminiscent of shoji screens and bamboo blinds.

Interior design and products | The brand’s world view spread across four floors

The store is made up of four floors, from the basement to the third floor, and each floor offers products with a different theme.

B1F-2F | Latest collection and Japanese denim “DENIVITA” series

From the basement to the second floor, the store mainly stocks cutting-edge collections presented at Milan Fashion Week, as well as the “DENIVITA” series, which uses high-quality denim fabric made in Japan.

This floor is filled with items that combine functionality and fashion, making it a recommended floor for trend-conscious adults.

3F | “Heritage Style” – a modern reinterpretation of archives

On the top third floor, classic items from the brand’s past are reconstructed from a modern perspective.
The store offers a classic and stylish heritage style that combines nostalgia with newness.

Visit the place for yourself | The yellow stairs are cool! Check the crowd situation

This time, I visited on a weekday. There were hardly any people on the first floor, but there were a few people on the second floor and the third floor was crowded. As expected, it was just after it opened, so it was a hot topic.

By the way, the elevator was not working, so you had to use the stairs to get around.

The staircase is also yellow in color, and is designed to stand out as part of the spatial presentation. It would look great in photos!

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

This Yellow Concept Store is more than just a retail store. The space itself is a tool for expressing the brand, and is a place where you can experience Onitsuka Tiger with all five senses.

The contrast between the yellow glass fixtures and the dark interior is particularly striking.
The exquisite tension between “Japanese tradition” and “modern minimalism” permeates the entire space.

The second “Yellow Concept Store” following Ginza

This new store in Omotesando is the brand’s second store in Japan, following the Yellow Concept Store in Ginza, which opened in 2023.
While the Ginza store had an urban and fashionable atmosphere, the Omotesando store has a more open and artistic design.

Summary | Experience “Japanese beauty and sneakers” in Omotesando

Onitsuka Tiger’s Yellow Concept Store is a new brand experience spot that goes beyond just being a place to shop.
Japanese tradition, Italian architecture, Japanese denim, and the essence of global fashion are all condensed into one space.

If you come to Omotesando, be sure to stop by and experience this space with all your senses.
If you love fashion, architecture, or are looking for a photogenic spot…
This is a new attraction in Omotesando that we recommend to all adults.