Birkenstock | 250th Anniversary Pop-Up & Care Essentials Launch

Service

Communications Event

To celebrate 250 years of Birkenstock, The Concierge Agency delivered a three-day experiential pop-up event in Sydney’s CBD, designed to engage consumers, media and key opinion leaders while supporting the launch of the Birkenstock Care Essentials foot care range.

Conceptualised and produced as a multi-sensory brand experience, the activation positioned Birkenstock’s heritage at the centre of the narrative. Guests were guided through a gallery-style exhibition of archival artefacts and prints, tracing the brand’s 250-year legacy of craftsmanship, innovation and commitment to foot health.

The experience transitioned into a calm, restorative environment where reflexology treatments reinforced Birkenstock’s philosophy of comfort, wellness and holistic care. This immersive moment provided an ideal platform to introduce the Care Essentials range, connecting product education with meaningful brand interaction.

Natural materials, organic stone plinths and earthy textures shaped the spatial design, reflecting Birkenstock’s environmental values while unifying the artefact, gallery and skincare zones into a cohesive experiential journey.

The activation generated strong media coverage, influencer content and organic social reach, extending brand visibility well beyond the physical pop-up. By combining experiential marketing, event production and strategic brand storytelling, The Concierge Agency delivered a high-impact activation that celebrated heritage while driving contemporary relevance.