240-year-old Birkenstock celebrates
heritage in landmark space
This flagship in the heart of SoHo is the first company-owned retail store for the well-known shoe brand. Promoting its expanding range of merchandise and fashion identity, the store provides personalized brand touchpoints and celebrates the brand’s craftsmanship and 240-year heritage.
Built in 1920, a New York Landmark building is the backdrop for the experience. Restoration of the façade to its original glory respects history, while a two-story atrium and brand statement wall just inside draws customers in. The atrium showcases new products in a floor-to-ceiling wall presentation, combining cork, mirror cubes, and light boxes.
Farther inside, Birkenstock core materials such as cork and leather create a comfortable atmosphere. Brand-driven detailing and materials throughout the space use sustainable materiality like the brand’s products themselves. A heritage wall with shadow boxes and a bronze, branded seal emphasize the company’s German roots.
A large-scale concrete foot-bed draws attention to the brand’s unique shoe construction. A footwear craftsman’s workbench serves as a focal point, evoking the shoes’ artisanal qualities. Birkenstock’s iconic wavy waffle outsole pattern, rescaled and reinterpreted, creates an ornamental screen lining the stairway.
The second floor gallery-lounge space is dedicated to the brand’s limited-edition collection and designer collaborations. This more intimate space highlights Birkenstock as a fashion brand in conjunction with its heritage and identity, with a loft-like residential feel suited for special events and new product launches.