BIRKENSTOCK announces the US debut of BIRKENSTOCK BOX, its mobile, spatial retail concept, in partnership with Barneys New York. This unique concept opens during New York Fashion Week, from September 8 through September 12, 2017. The BOX will be located in front of 90 Gansevoort Street in Manhattan’s Meatpacking District, directly across from the Whitney Museum of American Art.

BIRKENSTOCK BOX, designed by Gonzalez Haase AAS, consists of stacked, converted freight containers which transform with each partnering store’s interior concept and merchandise selection. The Barneys New York BIRKENSTOCK BOX features a unique interior designed by Barneys New York, and will carry the co-created limited edition Birkenstock shoes, along with a curated assortment of Barneys New York merchandise, including designer ready-to-wear, handbags, accessories, and beauty offerings.

The interior of the Barneys New York BIRKENSTOCK BOX is inspired by the materials and details of a Birkenstock shoe itself – giving shoppers a one-of-kind experience. From the straps and buckles to the sole of the shoe, each element is creatively re-imagined, combining the Birkenstock DNA with the elevated aesthetic of Barneys New York. Barneys New York used a variety of industrial building materials to create architectural, utilitarian elements emulating the repurposed freight container.

“This partnership is about marrying the Barneys New York DNA with the Birkenstock brand to translate our visual languages into industrial architecture,” said Matthew Mazzucca, Creative Director, Barneys New York. “We took the original Birkenstock shoe and deconstructed each component and emulated it throughout the space to form an engaging visual installation.”

Oliver Reichert, CEO of BIRKENSTOCK, said, “We are delighted to see the BIRKENSTOCK BOX make its first international stop in the US with Barneys New York. It was an exciting process to witness the blending of Barneys’ sensibility with ours. I am very pleased with the result, and can’t wait to share it with the public.”

The two exclusive styles co-created with Barneys New York feature BIRKENSTOCK’S classic 2-strap Arizona style with colorful shearling footbed lining. A black patent leather upper contrasts the pink shearling lining, matched with a pink leather rim. The second style interprets the Arizona in a dark gray velour leather upper with oversized metallic buckles, blue shearling footbed lining, and a gray leather rim. The BOX will also carry 16 additional US exclusive styles.

BIRKENSTOCK’s much anticipated Natural Care line will have an exclusive preview inside the BOX with a foot and hand cream. Both products will continue to be available exclusively on <link http: www.barneys.com external-link-new-window internal link in current>www.barneys.com. The official global launch for BIRKENSTOCK Natural Care is planned for 2018.

“We are proud to continue our partnership with Birkenstock through the creation of this unique retail experience, bringing together the best of Barneys New York and Birkenstock,” said Daniella Vitale, CEO and President, Barneys New York. “Our collaboration brings the BOX to the US in an elevated and innovative way – combining the iconic shoe with our distinctive edit in a beautiful one-of-a-kind space."
All exclusive BARNEYS NEW YORK x BIRKENSTOCK styles will also be available on <link http: www.birkenstock.com external-link-new-window internal link in current>www.birkenstock.com, <link http: www.barneys.com external-link-new-window internal link in current>www.barneys.com, and in select Barneys New York stores.

A second collaboration between Barneys New York and BIRKENSTOCK BOX is planned for Seoul, South Korea, slated to launch in Spring 2018.

For more information:
<link http: birkenstockbox.com barneysnewyork external-link-new-window internal link in current>BIRKENSTOCKBOX.COM/BARNEYSNEWYORK

ABOUT THE BOX CONCEPT

Renowned architects Pierre Jorge Gonzalez and Judith Haase have transformed a freight container into a walk-in space that is scheduled go on tour to selected retail stores worldwide. Wherever BIRKENSTOCK BOX goes, it will be presented as a blank space for local artistic and other creative talent to recreate and customize it. The store owners will curate the product selection, so the BOX will be a temporary urban space that encourages creative communication between artists, retailers and customers. BIRKENSTOCK BOX consists of stacked converted freight containers, which play host to each partnering store’s interior concept and merchandise proposition.

ABOUT BARNEYS NEW YORK

BARNEYS NEW YORK (Barneys) is a luxury specialty retailer renowned for having the most discerning edit from the world’s top designers, including women’s and men’s ready-to-wear, accessories, shoes, jewelry, cosmetics, fragrances, and gifts for the home. Barneys' signature sense of wit and style is manifested in its creative advertising campaigns, original holiday themes, and celebrated window displays. Founded as a men's retailer in 1923 in downtown Manhattan, it became an international arbiter of high style for both women and men in the 1970s, renowned for discovering and developing new and innovative design talent. Today, Barneys New York operates flagship stores uptown on Madison Avenue and downtown in Chelsea in New York City, as well as additional flagships in Beverly Hills, Chicago, Seattle, Boston, San Francisco, and Las Vegas, along with a preeminent luxury online store, Barneys.com, as well as 16 other stores and outlets across the United States. For more information about Barneys New York, please visit <link http: www.barneys.com external-link-new-window internal link in current>www.Barneys.com and explore its luxury content site, The Window, for an insider's look into the Barneys world: a behind-the-scenes visit with exciting designers, fashion, events, and the Barneys team.