Birkenstock Showroom in the Palais Langen

Client: Birkenstock

Location: Cologne/Germany

Realisation: 2019

Photo: Joachim Grothus

Flexible branding

The Palais Langen in Cologne used to be the headquarters of the Gerling Group management. The historically important building was recently modernised for contemporary office use. Among other things, brandherm + krumrey implemented a modular showroom concept for Birkenstock in the converted manorial premises. Filigree elegance and natural materials convey the feel-good philosophy of Germany’s largest shoe manufacturer.

Birkenstock shoes with the characteristic footbed are popular design accessories for everyday use all over the world. The company therefore not only operates international shops and outlets, but also local showrooms where the spirit of the brand can be experienced. With showrooms in London and Tokyo, for example, brandherm + krumrey have already developed an exemplary concept for the international communication of the brand identity. The new showroom concept “The Modul Frame” has now been implemented for the first time in Cologne’s Palais Langen. The flexible elements can be quickly assembled and dismantled and integrated into different interiors. Filigree metal frames for shelves, tables or exhibition cubes give the presentation a lightness that contrasts with the dignified ambience of the Palais Langen. Natural materials such as wood, felt or cork characterise the surfaces of the foam furniture and create a warm contrast to the marble floors and wood panelling of the building. The shoe models are displayed like valuable individual pieces, while a long table with a solid oak top and lightweight bar stools invites visitors to come together for informal meetings. The new showroom concept with combinable furniture, various presentation areas and genuine materials thus provides an elegant setting for conversations with customers and simultaneously gets to the heart of the natural product philosophy. In addition to the show areas, brandherm + krumrey also designed the Birkenstock office space with approx. 50 workstations as well as the meeting rooms and the outdoor area.