BIRKENSTOCK launches a new microsite dedicated to BIRKENSTOCK BOX, a mobile retail concept that debuted to the public at Andreas Murkudis in Berlin on July 7th. BIRKENSTOCK BOX consists of a converted freight container, which was sourced, re-built and installed by Berlin based CONTAINERMANUFAKTUR, a leading manufacturer who specializes in realizing innovative concepts and developing contemporary usage of containers. Architects Judith Haase and Pierre Jorge Gonzalez transformed the container into a walk-in space, scheduled to travel to selected retail stores worldwide. At each destination, BIRKENSTOCK BOX will act as a blank space for creative talent to recreate and customize it. Each store will also curate the product that goes inside.
BIRKENSTOCK CEO Oliver Reichert says: “The BOX project is an experiment – the external view. Not being corporate, not single minded and boring. We invited those who made stores into globally known shopping destinations to curate our global collection. The BOX itself is about underlining the many personalities of our brand. The sum of these adds precision to who we are.”
The microsite serves as a digital counterpart to the physical BOX. The platform traces the journey of the BOX around the globe, starting with Andreas Murkudis in Berlin. Correlating to the site-specific interior of the BOX, the microsite allows readers to get a personalized experience through the eyes of the architects, the creative teams who worked on it and the retail partners. The editorial content, which will be updated with each new BOX location, informs, entertains and engages with its audience. The use of imagery – both still and moving – creates a vibrant, dynamic and enjoyable user experience. For the launch phase, the site covers all aspects of the making-off process, as well as candid interviews with the collaborators behind the BOX at Andreas Murkudis, and photo essays by Oliver Helbig. The website engages users on both mobile and desktop. The interactive user journey through the site is intuitive and engaging thanks to its innovative navigation, synonymous with the holistic approach of the BIRKENSTOCK BOX concept. The microsite links to www.birkenstock.com, where the limited edition BIRKENSTOCK shoes exclusive to each location of the BOX will be available.
The creative for the page was developed by creative studio Delerue Roppel and the site build out was overseen by the interdisciplinary art direction, design and technology Studio YES. The microsite is now live. There are numerous ways of accessing the microsite. Visitors can click on the link on the BIRKENSTOCK website (www.birkenstock.com), or go to the following address: www.birkenstockbox.com.
