Birkenstock has opened its first company-owned retail store in the United States, located at 120 Spring Street in SoHo, New York. The New York landmark building at 120 Spring Street (located between Greene Street and Mercer Street) provides the ideal backdrop to showcase this heritage brand with German shoemaking roots dating back to 1774. Celebrating more than 50 years of distribution in America, the SoHo store gives the German brand a new home in the heart of New York, laying the ground work for the continued growth of Birkenstock in the U.S. market.
For the first time in the U.S, customers will be able to explore the growing range of products for women, men and kids including shoes, boots, socks, bags, belts and the new Birkenstock Natural Skin Care line.
Designed by New York-based architectural firm, TPC Architecture, the 214 sq m store celebrates the rich history of Birkenstock through a prominent heritage wall, a large-scale concrete footbed and a footwear craftsman's workbench.
Birkenstock's core materials – such as cork, leather and felt – create a comfortable, natural atmosphere. A two-storey foyer greets customers with a floor-to-ceiling installation combining cork, mirror cubes and light boxes to showcase new products. The brand's iconic outsole pattern is incorporated as a large-format screen bridging the first and second floors.
The second floor lounge features limited edition designer collaborations, including Rick Owens and 10 Corso Como.
To celebrate the new store, Birkenstock has injected humor and artistry by commissioning New York-based creative director and artist Amit Greenberg, aka. This is Amit, who has collaborated in the past with a wide array of brands, including Colette, Ikea and Band of Outsiders, to create a campaign.
The campaign will feature a fun, light-hearted take on the brand and introduce a cast of puppet-like characters conceived and created by Amit that are brought to life from the artwork and their adventures across New York City in their Birkenstocks. The campaign will include a billboard and a social media campaign to document these fictional characters interacting all over the city in special limited-edition products.