A renewed focus on product innovation, the brand develops at a fast pace and showcases its new collection at the Orangerie Ephemère in the Tuileries gardens. Following internal collection showcases in London, Palma de Mallorca and Dresden, BIRKENSTOCK opens up to the public for the very first time. 

“With our global partners and distributors, the brand looks forward to showcase the new BIRKENSTOCK collections to industry professionals, embarking on a confident journey to set the tone for a dynamic year ahead and simultaneously strengthen the visibility of BIRKENSTOCK as a successful growing global company.” says CEO Oliver Reichert.

With a strong network of leading press agencies across all global markets, BIRKENSTOCK chooses to showcase its new collections for the first time to the public. The event will be open to fashion reviewers, global media and key accounts, in a setting that is set to underline core brand values. The presentation is set to encompass the global Spring/Summer 18 collections, but also its inaugural collection of Sleeping Systems, BIRKENSTOCK Beds.

The historical, temporary structure at the Tuileries Gardens is iconic and will be the exclusive location to welcome a global audience. An extensive collection showcase will highlight the various BIRKENSTOCK styles for the Spring / Summer 2018 season in a completely new frame: New categories and sublines will also debut at the Paris events. This bespoke event will feature a set design reflecting on core brand values, light installations and show the entire BIRKENSTOCK world.

A new level, a confident brand message and the continuous product innovation will be presented during a timeslot of three hours on June 24th followed by a cocktail event in the evening, changing the light installations to night, resulting to a firefly forest with cozy lounges. The following evening, CEOs Oliver Reichert and Markus Bensberg will invite brand partners, supporters and media to a private dinner on a boat, cruising the river Seine.