BIRKENSTOCK BOX opens in Manhattan in collaboration with BARNEYS NEW YORK
After the much talked-about launch of the BIRKENSTOCK BOX at Berlin's leading concept store Andreas Murkudis in July, the BOX visits New York this fall in partnership with Barneys New York, the iconic luxury department store.
"High Fashion Meets Creative Expression"
The second stop for BIRKENSTOCK’s mobile retail concept is Manhattan’s Meatpacking District, the exhilarating epicenter of New York, where high fashion meets creativity like no other place.
Located directly opposite the Whitney Museum of American Art, the BIRKENSTOCK BOX x BARNEYS NEW YORK location opened to customers on September 8th.
Since it first opened doors in 1923, Barneys New York established itself not only as a fashion authority, but as a cultural force that has left its mark on the New York sensibility with a remarkable knack for spotting and creating trends and discovering new talent.
"The BOX is really special because it’s the very first time Barneys New York has launched a retail concept outside of our stores. From a creative perspective, it gave us a unique opportunity to combine the Barneys aesthetic with BIRKENSTOCK’s DNA, while maintaining our visual language,“ said Barney New York Creative Director Matthew Mazzucca, who designed the interior of the BIRKENSTOCK BOX x BARNEYS NEW YORK store.
"BIRKENSTOCK and New York: Iconic, ironic, comfortable and innovative."
Conceived by renowned architects Gonzalez Haase AAS, the BOX takes an industrial freight container its shell and incorporates its location like an urban nomad.
For the Box’s New York stop, Mazzucca plays with the components of classic BIRKENSTOCK shoes and folds them into minimalist, cubist silhouettes. Not only does he create perfect harmony between BIRKENSTOCK and Barneys New York, but also pays tribute to the industrial heritage of the Meatpacking district and the nearby High Line.
“New Yorkers like BIRKENSTOCKS’ great combination of classic style, ease, and versatility. Also, as we can see in our exclusive Barneys New York BIRKENSTOCKS, there are always fresh new styles, allowing people to grow with the product through the stages of their lives,“ he notes.
A distinguished crowd gathered on Saturday, September 9th for the US debut of BIRKENSTOCK’s mobile retail concept. The exclusive event was held at the Untitled Restaurant in the Whitney Museum, providing an impressive view of the new Barneys NY x BIRKENSTOCKBOX structure across the street. Guests included Daniella Vitale, Marina Larroudé, Stefano Tonchi, Suzy Menkes, Cecilia Dean, Leandra Medine, Venetia Scott, Maartje Verhoef, Julia van Os and Elise Crombez.
The limited collection of Barneys New York Arizona styles were designed exclusively for the collaboration by Barneys New York’s Fashion Director, Marina Larroudé.
“It’s been an amazing project to work on. I’m a huge fan of BIRKENSTOCK and I have been wearing the sandals for years! When we first heard about the project, I was so excited I could design and create our own Barneys New York versions. It’s been a labor of love for everyone involved. This collection embodies classic staples with unexpected, fun fashion. We love how we were able to experiment with color and fur for a new spin on the classic BIRKENSTOCK – similar to what the Whitney has done for the Meatpacking District,” the designer rejoiced.
The exclusive designs are classically functional, yet whimsical and innovative. The co-created Barneys New York Arizonas are patent black with a contrasting pink shearling, and a version in dark gray velour with bright blue shearling. The styles are available at the BIRKENSTOCK BOX x BARNEYS NEW YORK location, selected Barneys New York stores and online at Birkenstock.com and at Barneys.com.
"The journey continues"
Open until September 12th, the BIRKENSTOCK BOX x BARNEYS NEW YORK location will offer the limited edition sandals along with a curated selection of unexpected yet sophisticated ready to wear and housewares, as well as a preview of the BIRKENSTOCK NATURAL SKIN CARE cosmetic line, slated to be launched in early 2018.
Check for updates on the next stop of the BIRKENSTOCK BOX here: