All eyes will turn to Paris this weekend as the Olympics – and its accompanying festivities (not least the Olympics opening ceremony) – take over the city, from the waters of the River Seine to the grounds of Versailles. Japanese sportswear brand Onitsuka Tiger, which has a long Olympic history (its 1964 Runsparks were debuted at the Tokyo games, while the brand’s seminal Mexico 66 sneakers were created for the 1968 Mexico City games), is hosting a celebration of its own, marking 75 years in business on perhaps Paris’ most famous boulevard.
Located on Avenue des Champs-Élysées in an 18th-century hôtel particulier, this week marks the opening of Hôtel Onitsuka Tiger, an immersive ‘hotel’ decorated in the brand’s signature shade of signal yellow. And, while the luggage trolleys in the entranceway serve only as mise-en-scène – currently you cannot check into the hotel for overnights – Onitsuka Tiger nonetheless promises a busy schedule of performances and events that continue to forge the brand’s connection to the arts (its London store, which opened in 2022, boasts a gallery in its basement).
