Continuing its focus on product innovations and simultaneously honoring the brand’s heritage, BIRKENSTOCK showcases its new collections for men, women and kids and offers the visitor a unique and holistic experience of the brand on 700qm at the Archivi 3, Fortezza Basso, from January 9th to 12th, 2018 in Florence, Italy.

Following the SS18 collection presentation during Paris Men’s Fashion Week in summer 2017, BIRKENSTOCK now unveils its newly developed trade fair concept set to underline the core brand values during the premier international event for men’s fashion and contemporary lifestyle.

On Wednesday, January 10th, about 700 guests joined the private breakfast of BIRKENSTOCK. Amongst the guests were retail partners, journalists and influencers such as Suzy Menkes, Miroslava Duma, Nick Wooster, 032C and Luisa Via Roma, who experienced the collection’s highlights in a comfortable and natural atmosphere that reflected the brand and its values. During the event, models presented BIRKENSTOCK’s Fall/Winter 2018 highlights. Additionally, renowned street style photographer Adam Katz shot key styles of the collection - worn by uniquely styled visitors scouted by himself on the grounds of the Pitti Uomo.

On 700qm the brand features an outdoor and indoor area at the trade fair. Giving room to experience the brand and its core values, the outdoor area will be a set design combining modern light installations, a video projection showing the deconstruction of a footbed and green open spaces with cozy lounges for guests to relax.

Guiding visitors through the outdoor area into the spacious indoor area to discover the entire BIRKENSTOCK world and its iconic manufactural character and passion for quality, comfort and function, the brand displays its different product worlds in separate boxes, including sandals, closed shoes, accessories, its collection of sleeping systems and the newly launched natural cosmetic line BIRKENSTOCK Natural Care as well as an integrated workshop space with designer Patrik Muff.

Photo: © Philip Kistner Fotografie