
Client / Birkenstock
Service / Communications
Step into a world where history meets innovation. To mark its 250th anniversary, Birkenstock hosted a three-day pop-up event in Sydney’s CBD, inviting the public, media, and KOLs to celebrate the brand’s enduring legacy and the launch of its Care Essentials range. The exhibition wove together archival prints spanning centuries, telling the story of Birkenstock’s evolution from a heritage footwear brand to a champion of holistic well-being.
Guests were also immersed in a serene space where tranquil reflexology massages underscored Birkenstock’s commitment to comfort and self-care, while the Care Essentials collection introduced a new era of restorative solutions. The exhibition’s natural design, featuring organic stone plinths and earthy tones, reflected the brand’s deep-rooted connection to the environment, seamlessly tying together the Artefact, Gallery, and Skincare displays.
This harmonious blend of history, care, and design sparked a wave of social media buzz and garnered significant editorial attention, extending the impact of the celebration far beyond the event’s conclusion.
Approach / HOW WE DID IT
Over three months, The Concierge Agency meticulously planned and executed an end-to-end event to celebrate Birkenstock’s 250th anniversary, seamlessly blending history, innovation, and experiential design. From media pitching and guest list management to crafting campaign messaging and overseeing every detail of the event’s creative production, the team ensured a flawless execution that left a lasting impression.