Behind the Yellow Doors of Hotel Onitsuka Tiger in Paris

As someone who has always had a soft spot for Japanese culture and design, I must say that the Hotel Onitsuka Tiger pop-up event in Paris was nothing short of extraordinary! With my years of travel experience, I’ve seen many unique hotels, but this one truly stood out.

To mark its 75th anniversary, Japanese fashion brand Onitsuka Tiger has unveiled a fresh hotel concept along the Champs-Élysées in Paris. This special occasion allows the brand to honor its rich history and creative spirit. The one-of-a-kind experience features exhibitions, live shows, and archival displays, all presented in a grand exhibition.

For the next three weeks, Hotel Onitsuka Tiger will be visible on a renowned avenue, boasting a striking yellow facade that adorns a 19th-century structure, set to serve as its flagship store by 2025. The entryway experience is designed to immerse visitors in the brand’s realm, seamlessly blending the exterior with the interior. Elements like the welcome desk and key card display are reimagined for the hotel layout, adorned with artwork commemorating its 75th anniversary and consistent yellow branding.

In the initial area, visitors begin their journey delving into Onitsuka Tiger’s historical background. Showcases filled with vintage sneakers, arranged chronologically based on their release dates, display various design periods and notable individuals who owned them. The Mexico 66, a classic style that has continued to influence modern sneaker fashion, is showcased prominently in an elegant setup within this room. As you progress, guests are led into a mini-theater where a collection of photos and a documentary video about the founder, Kihachiro Onitsuka, are displayed.

Behind the Yellow Doors of Hotel Onitsuka Tiger in Paris

Following a visit to the showrooms, the back area of the hotel is reimagined as a modern art studio (artist atelier) starting from now until August 17. Originally adorned with exquisite artworks and lavish Parisian decor, this space has been redesigned to display the works of contemporary artist Yutaro Inagaki. As part of his temporary residence in the hotel, guests will have an unparalleled opportunity to witness Yutaro’s creative process up close and personal.

The Yellow Tiger Café, located adjacent to the ballroom and courtyard adorned with displays of their Fall/Winter 2024 collection, sits conveniently nearby. This café offers an exquisite array of sweet and savory dishes, crafted by Michelin-starred chef Yoji Tokuyoshi. Delight in delectable items such as miso aubergine onigiri, black sesame madelines, and more, all served as part of the nine-dish menu, which blends Japanese flavors with French influences to reflect the café’s Parisian surroundings.

At the designated location, visitors can expect to enjoy the melodies of twelve local musicians who will take turns performing during the pop-up event’s duration. Kicking off the schedule were artists Cindy Pooch (vocals) and Seb Martel (guitar), followed by Gatica, Pierre-Francois Blanchard, Thomas Savy, Frédéric Vaysse-Knitter, Paloma Pradal, and Nicolas Veller in late July, with Nellyla and Natascha Rodgers opening August. Future guests can anticipate musical performances from Blumi, Fixi, and Thiago, Témé Tan, Zaza Fournier, Belfour, and a climactic finale by Mieko Miyazaki.

Take a look around Hotel Onitsuka Tiger in TopMob’s recap in the video above.

Be sure to book your spot at the hotel until August 17. To find out more, head to the brand’s website now.

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