With the new branch in the central district of Brera, the company continues its international retail expansion. The Milan location is the third in Italy and the 42nd in Europe.
The business not only offers the classic range of sandals, shoes and care products on two floors and 120 sqm, but also the exclusive 1774 collection. The focus is on the “Footbed Experience” concept, which makes the brand’s characteristic footbed tangible through interactive elements-for example by virtual simulation of a walk through Milan.
The store design is complemented by a specially developed art installation by the artist Gianluca Brando. His sculptures on foot and movement take up central brand topics such as naturalness and craftsmanship. This connection of tradition and innovation is also reflected in the design of the store – with materials such as cork, sisal and regional stone.
With the choice of the location in Brera – a quarter that is known for its creative scene – Birkenstock underlines the claim to further expand the brand experience in culturally shaped cities. Guests and members were invited to the opening as part of a soft opening. At the same time, a local campaign was launched with Milan artists, which is intended to deepen the connection to the city and its creative scene.
