BIRKENSTOCK x NYC

Members of the global BIRKENSTOCK community gathered recently at a landmark event in New York City. Transforming the famous Cipriani 25 Broadway venue into a plant-laden indoor oasis, 300 guests were hosted from around the world including media, celebrities, footwear and fashion industry professionals, longtime retail partners and many loyal brand fans. The evening celebration emphasized the innovation behind, and the natural materials within, BIRKENSTOCK products, alongside our brand’s rich orthopedic history. Guests were inspired and educated through a series of unique activations, showcasing the creative spirit of BIRKENSTOCK.

Entering the venue, attendees were treated to live music from NYC street performers, before making their way into the main room to the ‘The Hourglass Exhibition’ which journeyed into BIRKENSTOCK’s rich legacy as a brand with deep orthopedic roots. “Seeing just how many people were interested in the history of the brand was a ‘wow’ moment for me,” says Dr. Andrea Schneider-Braunberger, BIRKENSTOCK’s historian and curator of the exhibition, which featured early models of sandals and a rich range of historical artefacts. “The crowds were fascinated on many levels, particularly interested by the fact that the company’s history is so huge - dating back 248 years. They also appreciated and were surprised by how early BIRKENSTOCK was developing unisex models of shoes, which showed this company’s forward-thinking nature.”

Other key attractions included the 1774 exhibition, which explored BIRKENSTOCK’s creative partnerships with schools like London’s Central St Martins and major fashion names like Dior and Manolo Blahnik. Beyond this, huge wall projections highlighted some of the key materials that go into BIRKENSTOCK footwear. Elsewhere guests were also given the opportunity to experience first-hand the innovative technology we rely upon to manufacture our famous footwear. “People loved the depth of information,” says Cansu Elman, Head of Innovation at BIRKENSTOCK, whose team was out in force to showcase 3D foot-modeling scanners. These high-tech machines allowed guests to gain the perfect measurements of their feet, which in turn allowed them to find the perfect fit. “I think the event was a perfect reflection of the brand…”, Elman adds, “because it showed BIRKENSTOCK as it is - authentic and grounded.”