Germany’s largest footwear manufacturer is opening no less than two new stores in London this month: just a few days after the opening of a store in the Westfield shopping center, the popular lifestyle brand is now also represented on the world-famous and legendary shopping street Carnaby Street in the trendy district of Soho in London’s West End.

Here, the long-standing German brand will henceforth offer its customers an all-round brand experience founded on quality and function with its comprehensive product portfolio: in addition to seasonal highlights and countless classic cult sandal models, the Carnaby Street store stocks enclosed shoes and boots for women, men, and children as well as socks, belts, and the new natural cosmetics line BIRKENSTOCK Natural Skin Care.

Both of the stores have been fitted out with a slightly overhauled store concept which strikes the ideal balance between man and nature and between tranquility and activity. The store fittings reflect the brand’s close relationship with nature, among other things with earthy colors and natural design elements. As the primary BIRKENSTOCK materials, cork, leather, and felt are used throughout the interior decor, too. The spatial design is given a light touch with jute ropes and plenty of green plants that also emphasize the BIRKENSTOCK philosophy. A custom arrangement of comfortable seating serves as the basis for customers being able to choose products at their leisure and creates an appropriate atmosphere of well-being.

The store openings are being accompanied by an extensive out-of-home campaign being run in central London in which a fleet of 50 taxis and two London buses are bringing the new stores to the attention of passers-by with an all-over minimalist blue BIRKENSTOCK design. An additional four buses will sport this design on their rears during the opening period.

To celebrate the opening of these two stores together with its customers over some healthy refreshments, BIRKENSTOCK invited people to attend an after-work event at the newly opened store at 42 Carnaby Street from 6 to 9 p.m. on August 15. BORN N BREAD, a group of musicians from south London who regularly generate a buzz on the radio station NTS with their biweekly lifestyle show, broadcasted live from the store on this evening, with the event featuring their DJ set.   

Addresses and opening hours:

BIRKENSTOCK SOHO

42 Carnaby Street, London W1F 9PP

Opening hours: Mon.-Sat.: 10 a.m.-7 p.m. (in summer 10 a.m.-8 p.m.), Sun.: 12-6 p.m.

BIRKENSTOCK POP-UP STORE

Westfield shopping center, 1 Ariel Way, London W12 7SL

Opening hours: Mon.-Sat.: 10 a.m.-10 p.m., Sun.: 12-6 p.m.