Behind the Yellow Doors of Hotel Onitsuka Tiger in Paris

In light of its 75th anniversary, Japanese creative and fashion label Onitsuka Tiger has opened the doors to a new hotel concept on the Champs-Élysées in Paris. Celebrating its storied legacy and creative culture on this milestone, the unique experience presents a curation of exhibitions, live performances, and archival displays in a grand showcase.

Open for three weeks, Hotel Onitsuka Tiger can be spotted on the famous avenue with a bold facade in yellow branding stretching across a 19th-century building, which will soon become its flagship store in 2025. Flowing from the outside through to the entrance hall, the opening of the venue is designed to transport guests into the brand’s universe with a reimagination of the hotel blueprint. From the familiar welcome desk to a large key card display, each signifier is transformed with 75th-anniversary artwork and continued yellow branding.

The first room in the setup kicks off the experience by revisiting the brand’s past. In glass cabinets around the space, archival sneakers are exhibited according to the date of release, highlighting the different design eras and the most famous owners of the respective pieces. A mainstay of Onitsuka Tiger and the subject of today’s popular sneaker trends, the Mexico 66 takes pride of place in a grailed presentation that also features in the room. Continuing through, attendees are guided into the mini-theater where a photo exhibition and documentary video inspired by founder Kihachiro Onitsuka are on show.

After exploring the showrooms, the rear of the hotel is transformed into an artist atelier. Once holding fine artworks and plush Parisian interiors, the space now plays host to the works of contemporary artist Yutaro Inagaki, who until August 17, will be a resident of the hotel – giving guests an exclusive front-row seat to observe his artistic process first-hand.

Rounding off the concept, the YELLOW TIGER CAFÉ is situated across the ballroom and courtyard area lined with displays of the brand’s Fall/Winter 2024 collection. A curated selection of sweet and savory dishes developed by Michelin-starred chef Yoji Tokuyoshi are available for visitors to indulge in at the café. With miso aubergine onigiri, black sesame madelines, and other small plates, the nine-dish menu recreates Japanese favorites with a French twist to pay homage to the hotel’s Parisian backdrop.

In the respective area, visiting guests will also be serenaded by the sounds of twelve local musicians who will alternate throughout the pop-up’s duration. Opening the schedule with their intoxicating soulful sounds were singer Cindy Pooch and guitarist Seb Martel, followed by Gatica, Pierre-Francois Blanchard, Thomas Savy, Frédéric Vaysse-Knitter as well as Paloma Pradal and Nicolas Veller at the end of July, and at the start of August it welcomed Nellyla and Natascha Rodgers. For those yet to visit, look forward to musical residencies from Blumi, Fixi and Thiago, Témé Tan, Zaza Fournier, Belfour, and a grand finale from Mieko Miyazaki.

Take a look around Hotel Onitsuka Tiger in Hypebeast’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.