When we started redesigning the global Onitsuka Tiger website in 2012, the goal was to create a platform that was both fluid and unique in its nature. With the brand being natively Japanese, it needed to convey a strong sense of minimalism and craft. The flow of a Ryuichi Sakamoto song, the quirkiness of a Studio Ghibli movie, and the refinement of Japanese typography - believe it or not - all played a role in creating what later became the final product. Using the core idea of a Japanese tea house, we built an online structure that reshaped seamlessly by opening and closing -much like screen doors - for an uninterrupted browsing experience. The solution was a single page website consisting of collapsing and expanding modules revealing content in real time. The success of doing so (in 2012) without compromising performance or SEO came down to a dedicated dev team that truly understood the vision.
