BIRKENSTOCK, the iconic German footwear brand and inventor of the footbed, has officially opened its Zhangyuan Concept Store, marking a significant milestone in its expansion in China. Originally launched as a pop-up store, this location now becomes a permanent fixture in Zhangyuan, one of Shanghai’s most historic and culturally rich landmarks.
This store is more than just a retail destination; it is an immersive brand experience designed to celebrate craftsmanship, innovation, and timeless design while bringing BIRKENSTOCK’s philosophy of natural movement and foot health directly to consumers.
Honouring Zhangyuan’s Architectural and Cultural Heritage
Founded in 1882, Zhangyuan is known for its beautifully preserved shikumen lane houses, which reflect a harmonious blend of Eastern and Western influences. The district, newly restored to preserve its historical significance, now integrates modern urban elements, making it an ideal location for BIRKENSTOCK’s concept store.
Designed to complement the area’s heritage and character, the store features a contemporary yet traditional aesthetic. The interior design incorporates muted, earthy tones, natural materials, and locally crafted furniture, including handcrafted benches, floor lamps, and armchairs.
Elements of Shanghai’s Art Deco history are also reflected in the display fixtures, while the 1774 display rack incorporates traditional roof tiles, symbolising the connection between modern craftsmanship and heritage techniques. A standout installation, crafted from layered transparent silk with hand-embroidered Chinese motifs, beautifully highlights the brand’s iconic footbed design, merging artistic expression with functional innovation.
A Hub for Exclusive Launches and Innovation
Beyond showcasing BIRKENSTOCK’s classic and contemporary collections, the Zhangyuan Concept Store serves as a platform for exclusive product launches. To mark the grand opening, the store introduces the Boro Collection, a limited-edition series inspired by traditional Japanese textile mending techniques.
Designed in collaboration with renowned designer Jesse Leyva, this collection emphasises handcrafted details and time-honoured artistry, aligning with BIRKENSTOCK’s commitment to authenticity and sustainability. The store will continue to showcase premium footwear, including the 1774 collection, ensuring that visitors experience the very best of the brand’s heritage and craftsmanship.
Community Engagement and Foot Health Experiences
BIRKENSTOCK has long been an advocate for natural movement and foot health, and the Zhangyuan store extends this philosophy through engagement initiatives with the local community.
To celebrate the launch, BIRKENSTOCK has partnered with PURE YOGA to offer an exclusive foot health experience, reinforcing the connection between movement and well-being. Running from March 27 to April 9, these guided foot yoga sessions incorporate the brand’s CORK TOOL KIT, a three-piece set designed to enhance foot flexibility, relieve muscle tension, and improve mobility.
Available exclusively to PURE YOGA club members, these sessions highlight BIRKENSTOCK’s dedication to holistic wellness and its mission to empower people to walk as nature intended.
A New Era for BIRKENSTOCK in China
With the Zhangyuan Concept Store, BIRKENSTOCK is not only reinforcing its presence in China but also redefining the shopping experience by seamlessly blending heritage, innovation, and wellness. This new space offers consumers more than just footwear it provides a journey into craftsmanship, design, and the art of walking naturally.
As BIRKENSTOCK continues to expand in Shanghai and beyond, its commitment to quality, comfort, and cultural appreciation ensures that it remains at the forefront of the global footwear and lifestyle industry.
