Birkenstock's new flagship in Milan. Photo: Footwearnews.com
Birkenstock Opens Flagship in Milan
The new Birkenstock flagship is the German brand's first store in Milan and its third in Italy, following recent openings in Rome and Verona, writes Footwearnews.com.
The new store in the Italian fashion capital is located in the art district of Brera. Its interior is complemented by various elements that reflect the image of the popular sandals and take into account local design and cultural tradition. The opening of the new flagship is accompanied by a series of events and projects in collaboration with the design and cultural community of Milan.
Birkenstock's new flagship in Milan. Photo: Footwearnews.comThe 111,5 square metre space, spread over two floors, is reminiscent of Birkenstock’s signature footbed, with cork trim and wooden furniture dominating the neutral tones, rough textures and soft lighting. Interactive digital solutions allow visitors to delve deeper into the orthopaedic features of the brand’s collections and find styles that suit their needs, including the iconic Boston, Arizona and Madrid models. Seasonal styles, the Professional and Premium 1774 lines, and the Care Essentials foot care range are also available.
The installation “Walk With Me”, created in collaboration with designer and gallerist Frederik De Wachter and fashion editor Fabiana Fierotti, attracts attention. The installation invites visitors to explore Milan’s landmarks in an interactive way.
The interior is decorated with ceramics and sculptural compositions reminiscent of fossils; art objects reveal the theme of the foot, they were created in collaboration with the Milanese artist Gianluca Brando.
Brando and other Milanese artists and celebrities took part in a special Birkenstock advertising campaign designed for the opening.
A series of posters and accompanying video content will appear in early September in Milan and on the brand's social media channels, preparing customers for the official opening of the store on September 10.
Birkenstock's new flagship in Milan. Photo: Footwearnews.comThe new Birkenstock flagship is the German brand's first flagship store in Milan and its third in Italy, following recent openings in Rome and Verona, writes…
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