ASICS Onitsuka Tiger London

Onitsuka Tiger lands in London, in the prestigious district of Covent Garden, one of the most historic and exclusive shopping areas in London. The brand has opened its first Red Concept Store in Europe: a boutique dominated by intense red tones, in line with the concept launched in 2025 to celebrate the brand’s 75th anniversary.
The project, entrusted to Gruppo Censeo, involved the complete renovation of the commercial building, preserving only the glass windows. Everything else was rebuilt from scratch, with special attention to the brand-new installation of all systems – including air conditioning, ventilation, lighting, and security – designed to combine functionality, efficiency, and a precise aesthetic vision.
A tailor-made and radical intervention, in line with the brand’s identity and the demands of one of Europe’s most iconic urban settings.

The space’s design stands out for its clean lines, modular volumes, and sharp geometries, reflecting the minimalist Japanese architectural style.
Glossy red and black mirrors, red resin flooring, and monolithic black concrete walls where products are displayed give the boutique a strong artistic identity, fully aligned with the brand’s aesthetic.
The project also required meticulous architectural planning and close coordination with local authorities to obtain the license to alter and approval from the Westminster Council.