ten years ago asics launched the onitsuka tiger lifestyle sneaker brand, and to commemorate the event a fancy new flagship opened its doors in tokyo. located behind omotesando hills mall in a prestigious corner of harajuku, this is a major retail statement that'll resonate well beyond japan's borders. the store measures a spacious 263 sqm., spread over two floors of a modern low-rise building. the east meets west interior design concept - a collab effort of architecture practice line-inc and onitsuka tiger's very own ryoji shoda - blends different aesthetic elements, pairing bamboo herringbone parquet with carefully sourced european furniture and fixtures. literally framed by the concrete and glass structure structure, the result is a sophisticated yet laid-back retail space that's very compatible with onitsuka tiger's brand values. the ground floor features a sneaker wall, apparel items and select merchandise.
the sizeable cashier's desk with built-in watch cabinet stands out even more because it's placed in front of a black concrete wall that prominently features the brand's feline symbol. a robust concrete staircase leads to the first floor, and halfway a wall-mounted tv screen features short films of products. upstairs is hardcore sneaker heaven with an abundance of models in a playful setting that combines a latticed ceiling with a shiny white epoxy resin floor. taking center stage is a display crafted by creative collective magma which doubles as a table tennis table. a giant flaming keirin shoe by artist noriyuki fukushima adorns an entire wall, while a screen next to seating corner with a comfy leather sofa airs episodes of the cool nippon made series. location: 4-24-14 jingumae [harajuku].