Following showroom openings in Paris, New York City and Munich, footwear brand Birkenstock has inaugurated a showroom and office in Amsterdam for the Benelux region. Since a majority stake in the company had been snapped up by LVMH-affiliated private equity group L Catterton in 2021, Birkenstock has embarked on a trajectory that’s distinctively more fashionable, and as such, crossing paths with luxury brands. Needless to say, design-led showrooms are perfectly compatible with this new strategy. Another impetus to open such a showroom and office in the vibrant Dutch capital is the fact that after 40 years of serving the local market through a distributor, Birkenstock has taken matters in its own hands to forge closer ties with its customers in the Netherlands, Belgium and Luxembourg. Situated on the premises of a stately townhouse built in 1868, the premises measure no less than 530 sqm. (5,705 sq.ft.) spread across five floors, and a garden with a satellite garden meeting room, featuring an interior design by local creative practice Griffe Studio. The chosen aesthetic honours the building’s 19th-century architectural legacy, but pairs it with Birkenstock‘s trademark blue colour which is captured by select furnishings. The various settings feature iconic Dutch design pieces and artworks, while custom pieces, such as wooden Birkenstock sole-shaped cabinets, open weave curtains, cork merchandise details and wool carpets also aim to convey Birkenstock‘s brand identity.