That giant tansu puzzle box shoe? Well, it’s real. Ad agency Amsterdam Worldwide hired Niigata tansu masters Ogura Tansu Ten to build a five-foot-long Tiger shoe out of traditional Japanese puzzle boxes–the kind that hide secret compartments if you open them in a special sequence. You can open the doors on Onitsuka’s Web site (they hide little stop-motion videos), or in real life as the shoe travels around the world to Onitsuka retailers (next stop: London).
It’s a pretty intense gimmick, and takes some playing around with to figure out. You gotta give it to Onitsuka, though–they didn’t just knock out an all-digital box and call it a day. The question is, will anybody notice?