In celebration of 250 years of shoemaking tradition, BIRKENSTOCK has launched its Art & Sole concept store at 44 Stanley in Johannesburg.
The space is comprised of 280 square metres and features a double-volume ceiling
Designed as an experiential space, Art & Sole commemorates the brand’s unique history while celebrating the work of local artists and designers including Mpho Vackier, Naledi Modupi, and Mandla Thabethe, to give it a distinctly South African feel.
The concept store, designed by TDC&Co, is inspired by the materials that make up BIRKENSTOCK shoes – cork, leather, jute, and metal – every fabric and finish is representative of the iconic footwear. Customers are welcomed by BIRKENSTOCK storytelling, through a timeline of historic moments lining a flight of stairs leading up to the store. A traveling art installation, by Henry Leutwyler, entitled Walk This Way meets customers upon entering the store and highlights the rich heritage of the brand. The exhibition will travel to over 25 locations globally celebrating the brand’s legacy and craftsmanship.
The space also houses the BIRKENSTOCK Hourglass exhibition, an archive using imagery and objects to showcase the development of the first BIRKENSTOCK and how the brand has evolved over 250 years. It tells the story of a shoemaker, a purpose-driven family, and its passionate path through time to promote foot health.
The BIRKENSTOCK Art & Sole concept store is now open at 44 Stanley (Johannesburg).
Share your thoughts on this article and join the conversation on Twitter or Facebook.
