M. Willemstein
Birkenstock opened its first store in Milano with a soft launch on July 31 in the Brera district, its third stand-alone, full-price store in Italy and 42nd across Europe.
Brera is considered Milano’s most dynamic neighbourhood, home to the Accademia di Belle Arti di Brera and Pinacoteca di Brera. The new 120 m² two-storey store is at a Tuscan-style building with a flat roof, pastel façade and wooden shutters at the intersection of Corso Garibaldi, via Mercato, via Pontaccio, and via Tivoli. The location was once a prestigious restaurant for two centuries.
Inside are the main shoe and sandal lines, Professionals, the premium 1774 collection and the Care Essentials line of foot care products.
The footbed is at the heart of the store. There is a dedicated wall display with all footbed sizes and widths, encouraging customers to find their perfect fit and engage with Birkenstock’s orthopædic roots. They can also see the Deep Blue footbed in closed shoes and the flexible footbed for sneakers and other insoles. Finally, there is a digital, touch-based interactive installation showing the footbed’s anatomical zones. The cork seating in the store recalls the footbed’s silhouette and the wooden door handles also mimic the form.
Select archival pieces are shown along the staircase leading to the upper floor. There is an interactive Footbed Experience Booth with a screen where users can take a virtual stroll through Milano, with the floor simulating the terrain shown.
Local artist Gianluca Brando has been invited to create a sculptural foot-inspired installation.
‘Opening our new store in Milan’s Brera district is a strong reflection of our commitment to bringing Birkenstock’s core values—function, quality, and tradition to our growing community of loyal consumers in Italy,’ said Andrea Cannavò, vice-president, direct-to-consumer and membership, EMEA. ‘With a uniquely crafted store design, we aim to foster a more personal connection with our consumers, through immersive storytelling and experiences centred around the footbed, all set in an environment that blends our brand values with the vibrant spirit of Brera.’
The soft launch saw a welcome gelato created in collaboration with Gelateria Umberto 1934, and an exclusive apron bag to honour the previous Rivello restaurant on the site. A series of activations take place in September.
Opening hours for the store at Corso Garibaldi Angolo, via Tivoli 2 are Monday–Saturday, 11 a.m. to 7.30 p.m., and Sunday 12 to 6 p.m.
M. Willemstein
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