Tracing its roots back to 1774, Birkenstock is a German footwear brand known for the signature shape and superior comfort of its iconic sandals. In the years since Birkenstock’s inception, the brand has evolved into a global phenomenon—a silhouette that once represented a counter cultural movement now graces the heels of a more fashionable crowd. Having a physical, North American retail presence where consumers can interact directly with the brand is something Birkenstock’s fans have requested for quite some time. In addition, Birkenstock wanted a place where they could authentically portray the brand’s heritage and showcase its history to those who are less familiar with their breadth of offering.
Drawn to the energy of Manhattan’s trendy SoHo neighborhood, Birkenstock chose NYC-based TPG Architecture to design a retail location that would bring the now-ubiquitous sandal to life. The resulting space embraces the brand’s cultural heritage and a commitment to the customer experience in a representation of Birkenstock’s new direction.
Birkenstock’s new SoHo outpost welcomes foot traffic from around the world, featuring two expertly-appointed floors of retail space that celebrates the brand’s rich history and dedication to excellent craftsmanship. Located within a circa 1825 landmarked building, the store’s façade was restored to its early 20th -century glory and makes a strong first impression with passerby through an impactful double-height storefront window design.
For the interiors, TPG’s design team incorporated brand-driven, organic materials throughout the space, mirroring the same quality of sustainability that aligns with Birkenstock’s products and brand DNA. A heritage wall with shadow boxes and a bronze, branded seal were integrated into the design to emphasize the company’s ethos throughout the store. Similarly, the design team enhanced the space’s existing stairs, incorporating a playful spin on a piece of Birkenstock heritage: its iconic shoe outsoles. The team rescaled and reinterpreted the wavy waffle pattern found on these outsoles to create a matte black, laser-cut screen that lines the stairway.
The second floor gallery-lounge space is dedicated to the brand’s limited-edition collection and designer collaborations. This more intimate space highlights Birkenstock as a fashion brand in conjunction with its heritage identity, with a loft-like residential feel suited for special events and new product launches.
