BIRKENSTOCK has commissioned renowned architectural studio Gonzalez Haase AAS for the design of BIRKENSTOCK BOX, a mobile, spatial retail concept that engages some of the world’s leading specialty stores as Partners.

BIRKENSTOCK BOX will make its debut at Andreas Murkudis during Berlin Fashion Week with a private Launch event on July 6, to be followed by the public opening on July 7 through July 22. BIRKENSTOCK BOX – of which three units exists worldwide – will subsequently travel to be hosted at Kirna Zabête’s Hamptons location in August. Further international retail partnerships and dates will be revealed as the BOX continues its transit.

Designed by Gonzalez Haase AAS, BIRKENSTOCK BOX consists of two stacked converted freight containers, which play host to each partnering store’s interior concept and merchandise proposition. For smaller spaces, the BOX is also available as a single unit container.

Say Judith Haase and Pierre Jorge Gonzalez of Gonzalez Haase AAS, “Oliver Reichert, CEO of BIRKENSTOCK explained to us the concept of BIRKENSTOCK, which stands for quality and function. These two words are equally key to us for a good design. It does not matter if it is a good design for a shoe or for a house. Both are surrounding a human being like a second skin. Just as the skin serves as a light-filtering protective layer to the body, we designed the openings and slots of the container skin to enter and control the natural light and view. For us, one of our fundamental thoughts is that without light there is no space.”

Conceived as a traveling space, the containers are treated as light boxes, reflective from some angles and translucent from others. The two containers are arranged at double height, connected by an internal staircase. Both containers are off-set, creating a terrace where the upper level retracts. The design is rooted in existing codes of industrial intermodal containers. The vertically corrugated surfaces have been segmented, cut into and paneled with glass and natural wood, thus allowing outside and natural light to enter. The play between natural and artificial light is a signature of Gonzalez Haase AAS. These vertical slits visually lighten the structure whilst connecting the interior space with its environment, by emphasizing the movements of the sun. The containers become a partially open, breathable object, creating a neutral, balanced and quiet space to showcase the retailer’s edit.

The BOX acts as an outer shell. BIRKENSTOCK invited each retailer to create a bespoke, site-specific interior. Each storeowner will also curate a selection of apparel, accessories and lifestyle products from various designers and brands to complement the BIRKENSTOCK offering, including limited edition BIRKENSTOCK shoes, exclusive to each location and designed in collaboration with each store.

All exclusive BIRKENSTOCK styles will also be available on <link http: www.birkenstock.com>www.birkenstock.com.

Says Oliver Reichert, CEO of BIRKENSTOCK, “We are delighted to see the BIRKENSTOCK BOX launch and to start its global journey, after witnessing its conceptualization over the past few months. We have had incredibly positive responses from our retail partners and we look forward to seeing their distinct point of view translated onto BIRKENSTOCK.”

With this unique approach, BIRKENSTOCK is introducing an immersive, site-specific, multi-brand shopping experience, co-curated with each retail partner.

CONFIRMED BIRKENSTOCK BOX LOCATIONS AND DATES:

Andreas Murkudis, Berlin - July 7-22

Bikini, Berlin - July 25-August 15

Kirna Zabête, Hamptons - August 2017

More locations and dates to be announced.

For more details on individual design concepts per location, please refer to the accompanying release.