CELEBRATING 250 YEARS OF SHOEMAKING TRADITION AND THE LATEST ITERATION OF THE ICONIC BLUE FOOTBED DURING PARIS FASHION WEEK. A TRIBUTE TO BIRKENSTOCK'S ORTHOPAEDIC AND CULTURAL HERITAGE.
To celebrate BIRKENSTOCK's brand new BLUE FOOTBED, now available as a stand-alone insole for closed-toe shoes, and the upcoming release of the BOOK OF BIRKENSTOCK, BIRKENSTOCK invited guests to its Parisian offices in the heart of the Marais district on 20 and 21 June to celebrate 250 years of shoemaking tradition during Paris Fashion Week.
As the inventor of the footbed, BIRKENSTOCK pioneered the principle of "Naturgewolltes Gehen ". During the event, the guests were introduced to the iteration of the BLUE FOOTBED: An innovation that embodies the core of the BIRKENSTOCK product philosophy and allows its users to enjoy the original footbed experience even when they don't wear BIRKENSTOCK footwear. The BLUE FOOTBED is based on the principle of walking barefoot - just like walking on sand - and creates a natural environment for feet to "WALK AS NATURE INTENDED" in closed shoes.
What better place than a former printing press to discover the BOOK OF BIRKENSTOCK, a visual journey through the brand's history and cultural heritage, celebrating the global zeitgeist of the brand and its purpose to enable "walking as nature intended"? Created in collaboration with renowned design studio Bureau Borsche and legendary book printer Gerhard Steidl, the book pays tribute to BIRKENSTOCK's rich cultural heritage and offers a unique visual journey through its history.
A moment to embrace an emblematic year, celebrating a quarter of a millennium of shoemaking tradition. Guests passed through a wrought iron gate and crossed a small, cobbled courtyard to enter under the magnificent glass roof that houses the offices of Birkenstock France, just opposite the Musée Carnavalet, dedicated to the history of Paris. For two days, BIRKENSTOCK offered industry professionals, journalists, influencers, brand supporters and business partners an exclusive preview of the latest version of its BLUE FOOTBED and a sneak peek at its new book.
Henry Leutwyler's photographs "Walk with me" welcomed the visitor. An exhibition of still-life images revealing the little-known treasures of the BIRKENSTOCK archives invited to immerse into the brand universe. The photos were accompanied by original items from the BIRKENSTOCK archives and will be published as part of a limited-edition book, "Old Mills Never Die", curated and published by Steidl Verlag, to be released in July 2024. The photographic exhibition will travel around the world throughout the year, visiting cities including London, Tokyo, Seoul, Singapore, Shanghai and Melbourne.
The activation in Paris also allowed for a preview on BIRKENSTOCK's 250 Years Digital Experience, a groundbreaking microsite that will serve as a digital encyclopaedia of the brand. This platform will provide an innovative way for the BIRKENSTOCK audience to engage with the brand's rich heritage and cultural significance.
