The Japanese sports fashion brand Onitsuka Tiger is launching a unique pop-up experience for the duration of the Paris Olympics 2024. The HÔTEL Onitsuka Tiger will be located on the iconic Champs-Élysées and bring together a plethora of cultural offerings which blend fashion, art, cuisine and entertainment.
Here’s the lowdown on what to expect from the HÔTEL Onitsuka Tiger.
The HÔTEL Onitsuka Tiger celebrates the sport brand’s 75th anniversary. The experiential venue will showcase the brand’s evolution and future vision while providing a platform for artistic and cultural expression. Guests attending the pop-up can look forward to a variety of experiences, including fine dining at the Yellow Tiger Café, fashion exhibitions, live performances by renowned artists, and exclusive art installations.
The décor and architecture of the HÔTEL Onitsuka Tiger are inspired by the brand's iconic tiger yellow colour and feature a blend of modern and historical elements. Furthermore, the space will also feature a display of archival shoes and photographs tracing the brand's history.
Keep in mind that the structure is not an actual hotel despite the name. The venue will be open from July 22 to August 17, 2024, to coincide with the Paris Olympics.
The Yellow Tiger Café is overseen by Michelin star chef Yoji Tokuyoshi. It has a menu that fuses traditional Japanese flavours with modern culinary techniques to offer a memorable gastronomic journey.
The brand is working with a line-up of musicians and artists who will enthral visitors with their talent. Grammy Award-winning international pianist Yuja Wang who is celebrated for her charismatic artistry and captivating stage presence will perform music inspired by both the brand's rich history and its future.
Maïa Barouh, the Japanese-French singer-songwriter, flautist and multi-musician, will curate a diverse array of local artists in her role as a music navigator. Emerging young artist Yutaro Inagaki will also be present. He has won praise for his distinctive style which fuses Japanese culture with Western art traditions and will host a live performance at the event.
The pop-up hopes to attract a diverse group of cultural enthusiasts, art lovers, fashion followers and anyone who appreciates innovative experiences. It’s designed for those who value creativity, heritage and contemporary flair.
Meanwhile in Tokyo, Japan, the “Onitsuka Tiger 75th Anniversary Event in TOKYO” will be held from August 9-25 to commemorate Onitsuka Tiger's past, present and progress toward its 100th anniversary. The event will feature a photo exhibition of 75 pairs of Onitsuka Tiger archival shoes. The exhibition will also feature a world premiere exhibit of art pieces inspired by Onitsuka Tiger, a short movie tour of the brand's stores around the world as well as an installation of the latest collection.
Admission to the events and exhibitions at the HÔTEL Onitsuka Tiger is free but advance booking is required to secure a spot. Check the Onitsuka Tiger website, app and social media accounts for more information on the Paris and Tokyo events.