Inside Birkenstock’s New Melbourne Flagship

FOOTWEAR BRAND BIRKENSTOCK (Linz am Rhein, Germany) opened its new store on Melbourne’s Swanston Street. The flagship is housed in the historic Malt Store building, built in 1904 as part of a brewing complex.

Designed in collaboration with Melbourne Design Studios, customers will see cobbled bluestone at the flagship’s entrance – a nod to Melbourne’s history, as the city’s Victorian lanes and arcades also used cobbled bluestone.

The new store’s design also celebrates Birkenstock’s company history and its footwear. Recycled timber – utilized in the walls and displays – was chosen for its color and texture, which resemble the cork used in Birkenstock footwear. At the center of the flagship is a sculpture in the shape of a Birkenstock footbed to honor the brand’s core tenets, while a nearby timber display showcases the footwear’s raw materials, such as cork, leather and buckles. Additionally, the store uses vintage marketing material and photography to highlight Birkenstock’s brand evolution.

Customers can have their well-worn Birkenstock footwear mended at the in-store repair workshop, enclosed by black steel-framed windows and spanning nearly 872 square feet, making it the company’s largest repair workshop.