Onitsuka Tiger Store, Amsterdam

We supported the ASICS European retail team with the design of a high street Onitsuka Tiger store concept, located on the Leidsestraat in Amsterdam. The concept is a fresh interpretation of contemporary modern Japan, fused with echoes of the brand’s heritage. 


The store environment retains and exposes the existing wooden ceiling beams and brickwork, with a new bamboo floor and metal retail equipment. A key aspect of the concept was the ability for it to be easily ‘skinned’ with seasonal graphics to create a 3D billboard for the OT brand.

A key aspect of the concept was the ability for it to be easily ‘skinned’ with seasonal graphics to create a 3D billboard for the OT brand

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Customers are encouraged to walk the length of this long thin store, where towards the rear the space opens up to a double height area, which is clad in warm wood panelling that also acts as a flexible and innovative retail display system.