Bruce Mau Design

The Spirit of Japanese Craftsmanship

The Onitsuka: The Spirit of Japanese Craftsmanship

Tokyo-based fashion brand Onitsuka Tiger partnered with BMD to launch their luxury redefining new collection. Emphasizing pleasure over exclusivity, this interpretation of luxury engages the senses through the premium and sensorial characteristics of Japanese craftsmanship.

We developed a brand platform and visual identity built on the collection’s minimal and timeless qualities. Drawing on the purest essence of THE ONITSUKA™, the collection identity is refined and simple, threading pleasure throughout with thoughtful details.

Our work with THE ONITSUKA™ includes art directing the collection’s first campaign photoshoot, website design, advertising and rollout for the Japanese launch. BMD also designed the collection’s first retail flagship in North America in SoHo, New York. We emphasized texture and materiality through luxurious finishes and custom fixtures, delivering a sensorial experience within a clean aesthetic. The grid wraps around the store to achieve visual order, simplicity and balance while translucent red arches — drawn from the brand's iconic O — effortlessly guiding customers through the space.

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