Location: New York City
Photos: Laura Thiesbrummel
Distinctive brand image
brandherm + krumrey have designed the Birkenstock showroom in New York with an impressive view of Manhattan. For the shoe brand, which is extremely popular in the USA, the floor of a skyscraper was turned into a representative fashion venue. The interior design is based on the brand image designed by brandherm + krumrey for the company’s international locations.
The showroom design combines urban coolness with Birkenstock’s tradition of using high-quality materials. Light natural woods and other natural materials such as leather and felt dominate the calm ambience. This is contrasted with black luminaires with an industrial look and the midnight blue shade used for the walls and ceiling. The open room impression and a long table for sales talks in the centre create an inviting atmosphere. Current collections are displayed as exclusive fashion pieces on open shelves along the walls. The focus is not on pure business but on conveying an emotional impression. The brand is thus given an unmistakable presence and, at the same time, the opportunity to tell its story in a physical space.