Monday, 10 July 2017

Birkenstock launches itinerant container store concept

German brand Birkenstock has launched its new itinerant retail concept, the Birkenstock Box, created in partnership with the most directional concept stores and designed to travel around the world’s top capitals.

The Birkenstock Box’s first port of call is Berlin, where it will have pride of place for two weeks in front of the Andreas Murkudis concept store.

The Berlin Box was designed by architects’ agency Gonzalez Haase, and will showcase an exclusive range of limited-edition Birkenstock models and related products. They will make up “between 50% and 60% of the products on offer in each case,” the rest of the range consisting of items from the Andreas Murkudis store: decorative objects, table art, ready-to-wear apparel and jewellery.

Though the container box’s installation often requires a lengthy authorisation process, one that varies from country to country, the Birkenstock Box appears to be a big hit with retail partners. Other big names have already pledged to host the Box, from Barney’s in New York, which plans to have a Box on two levels with a terrace, to 10 Corso Como in Milan

Birkenstock Box itinerant retail concept


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