Onitsuka Tiger has formally unveiled its new global headquarters on the Champs-Élysées in Paris, revealing the brand’s first fragrance in addition to a vibrant shop area. For the Japanese brand, which is renowned for fusing history and innovation, sport and flair, the two-story location marks a significant milestone.

The area, which was created by STUDIODINICATALDI, is a striking homage to the brand’s iconic Tiger Yellow and embodies its “Yellow Concept.” Inside the ancient grandeur of The Travellers Paris, a private home first constructed in 1856, raw concrete textures blend with glowing surfaces and accents of yellow glass.

The flagship gives a carefully chosen look at the entire Onitsuka Tiger universe, from runway designs and modern footwear to jeans produced in Japan. Here are some glimpses of the space below.