Linz am Rhein (Rhineland-Palatinate)/New York City, December 7, 2022 – On November 28th, 2022, BIRKENSTOCK hosted a successful landmark brand activation event in New York City. Transforming the famous Cipriani 25 Broadway venue into a plant-laden indoor oasis, the team from the German-born footwear company greeted some 300 guests from around the world including media, celebrities, footwear and fashion industry professionals, longtime retail partners and many of the most loyal brand supporters. The evening celebration emphasized the innovation behind, and the natural materials within, BIRKENSTOCK products alongside its rich orthopedic history. This was achieved through educating and inspiring guests through a series of unique activations showcasing the creative spirit of the brand.
Many of the media members in attendance, heaped their praise on the experience, and its relation to the brand including Wallpaper Editor TF Chan. “The first one that comes to mind is ‘functionality’, and I’m sure it has been integral to the fact that BIRKENSTOCK has thrived across its 248 years history,” he says. With numerous editors from across the globe in attendance, the event caught the imagination of press leading to extensive reports featured in the likes of The New York Times and Harpers Bazaar Indonesia.
Entering the venue, attendees were serenaded by a talented cast of street performers before making their way into the main room to the “The Hourglass Exhibition” which journeyed into BIRKENSTOCK’s rich legacy as a purpose brand with strong orthopedic roots. “Seeing just how many people were interested in the history of the brand was a ‘wow’ moment for me,” says Dr. Andrea Schneider-Braunberger, BIRKENSTOCK’s historian and curator of the exhibition, which featured early models of sandals and a rich range of historical artefacts. “The crowds were fascinated on many levels, particularly interested by the fact that the company’s history is so huge - dating back 248 years. They also appreciated and were surprised by how early BIRKENSTOCK was developing unisex models of shoes, which showed this company’s forward-thinking nature.”
Other key attractions included the 1774 exhibition, which explored BIRKENSTOCK’s creative partnerships with schools like Central St Martins and major fashion names like Dior and Manolo Blahnik. Beyond this, huge wall projections highlighted some of the key materials that go into BIRKENSTOCK footwear. Elsewhere guests also got the opportunity to experience the innovative technology the co relies upon first-hand to manufacture its famous footwear.
“People loved the depth of information,” says Cansu Elman, Head of Innovation at BIRKENSTOCK, whose team was out in force to showcase 3D foot-modeling scanners. These high-tech machines allowed guests to gain the perfect measurements of their feet, which in turn allowed them to find the perfect fitting model of a BIRKENSTOCK BEND model shoe to enjoy. “In general, I think the event was a perfect reflection of the brand because it showed BIRKENSTOCK as it is - it was authentic and grounded. I liked the laidback atmosphere, where guests could walk in and have a drink while they explored our offering,” Elman adds.
Please click here to see more images from the event.