Birkenstock Pops Up With New Ephemeral Store in Milan

BOXING CLEVER: The Birkenstock Box world tour continues apace. Following its European premiere in Berlin and U.S. launch in partnership with Barneys New York, the latest stop is Milan – just in time for fashion week. The project involves a mobile retail concept created by architects Gonzalez Haase AAS, whereby a converted freight container is customized at each location in tune with a partnering store’s interiors concept. In this case, it’s the hip 10 Corso Como. The Milan edition has been installed in Piazza XXV Aprile, a stone’s throw from the Corso Como store. Rectangular in shape, it features glass sides with aluminium ends recalling an airstream van. Kris Ruhs, the artist/designer behind Corso Como’s visual merchandising, has created the interiors in signature ink blot-style motifs. The Box is a foray into guerrilla marketing for Birkenstock, according to chief marketing officer Yvonne Piu. “It gives us a new platform,” she said. To celebrate the collaboration, Corso Como creative director Carla Sozzani has created six limited-edition designs for the classic Arizona sandal. Done in black and white, the printed iterations, which riff off Ruhs’ motifs, are all on display and available to buy inside the Box. “It’s been so exciting to learn about creativity from other people,”

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