An organic opportunity emerged for Birkenstock to speak with a new audience born from street culture. To solidify this new relationship, we created Birkenstock Studio: Walk With Me in the heart of Shoreditch, London. Built around the brand’s 250-year legacy of craftsmanship and supported by insights from local creators, the studio functioned as a community hub where the community could learn, collaborate, and showcase their work. Through a curated one year programme of multi-disciplinary residencies, workshops, and cultural events, we connected Birkenstock with a new generation of opinion leaders while staying true to its heritage of function and quality. The space was bustling, reached over 3 million people organically, earned praising media coverage, and established craftsmanship as Birkenstock’s cultural identity within the creative community.
Strategy
Creative concept
Space design
Programming
Amplification
Space Design
The Walk With Me Studio was designed to inspire people to craft and create. Every element of the space reflected that purpose, from custom-built features like the tool wall, workbenches, and seating area to curated details such as books, memorabilia, and furniture pieces. Together, they told a cohesive story of craftsmanship and creativity through the lens of contemporary street culture. The studio also left enough space for the community to make it their ‘home’ and leave their own mark.
Location: Dray Walk Gallery, London E1 6QL
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Programming
We centered the programme around artist residencies to highlight the value of process in craftsmanship and to express Birkenstock’s commitment to creativity and longevity. Each ambassador was selected for their mastery of craft, authentic connection to street culture, and aspirational aesthetic. The programming was structured around three pillars - inspiration, education, and connection - each developed in collaboration with our ambassadors to invite the community to take part and contribute to the creative dialogue, further defining Birkenstock’s place within street culture. Ambassadors included creatives such as Helen Kirkum (footwear designer and founder of Helen Kirkum Studio), Jyrrel Roberts (jewelry designer) and Pia Schiele (founder of Louther).
