Concept: Reflecting the beach vibe of the surrounding area, the store exudes a sense of nostalgia and modernity.
1 BLONDES HAVE MORE FUN
The store’s pleasing blonde-toned flooring is part of Birkenstock’s (Neustadt, Germany) latest U.S. retail presence; the color choices were made to convey a homey ambience, complemented by comfy rugs and soft lighting. “It’s hard to think of the ’60s and ’70s without thinking of Birkenstocks,” says Alec Zaballero, Managing Executive, TPG Architecture (New York), speaking to how the brand’s cultural importance helped drive the modern design.
2 SEEING CLEARLY
Shadowbox fixturing creates a curated aesthetic while maintaining a sufficient amount of display space so customers can easily browse the brand’s range of product. Between women’s, men’s, children’s, boots, socks, belts and even skincare products, all product is well merchandised and easily shoppable.
An al fresco patio for consumers to hang out on also serves as a space to host exclusive or after-hours events. The area features a mural by California-based artist Andy Davis, as well as sculptures of various Birkenstock styles made from recycled skateboard decks created by artist Inga Guzyte. The sculptures serve as a reference to the surrounding area’s skateboard lifestyle.
4 CATCHING WAVES
A surfboard prop references Venice Beach’s “California cool” skate and surf culture and is made from a cork material that comes from the Quercus suber tree, or cork oak. “This surfboard is really a piece of art,” Zaballero says about the design element.
5 BEACH BUM
The materials used in-store are yet another reference to the area’s aforementioned skating and surfing and beach boardwalks. Custom wood tables, exposed beams, weathered wood panels, leather and cork are used throughout, while a prominent cork bark backdrop to the cashwrap helps tie the various textures together.