Birkenstock's Birkenfields Invited New Yorkers to Slow Down
Laura McQuarrie — November 14, 2023 — Marketing
References: adweek
This fall, Birkenstock went public and to coincide with its IPO on the New York Stock Exchange, Birkenstock set up "Birkenfields" in New York City to support the city that never stops walking. The activations in NoHo and Flatiron in Manhattan, and Williamsburg in Brooklyn offered people in NYC a place to take a break, enjoy nature and replenish with food and music.
The NoHo location invited guests to interact with the materials used to make the brand's footwear in a playful environment complete with leather swings, seesaws lined with shearling and a slide. On-site, visitors also got to enjoy foot massages, mini pretzels and hot chocolate.
Each installation offered a different experience to discover, with the Flatiron location sharing a sensory garden with rocks, sand and grass, and the Williamsburg activation taking over a local brewing company.
The NoHo location invited guests to interact with the materials used to make the brand's footwear in a playful environment complete with leather swings, seesaws lined with shearling and a slide. On-site, visitors also got to enjoy foot massages, mini pretzels and hot chocolate.
Each installation offered a different experience to discover, with the Flatiron location sharing a sensory garden with rocks, sand and grass, and the Williamsburg activation taking over a local brewing company.
Trend Themes
1. Branded Interactive Parks - Creating interactive parks as brand experiences allows companies to offer consumers a unique and immersive environment.
2. Nature-based Activations - Incorporating natural elements into activations, such as sensory gardens with rocks, sand, and grass, can provide a refreshing break for urban dwellers.
3. Local Collaborations - Partnering with local businesses, like the takeover of a brewing company, can enhance brand experiences and foster community connections.
Industry Implications
1. Footwear - The footwear industry can explore the concept of interactive parks as a way to engage with consumers and create memorable brand experiences.
2. Hospitality - Hospitality companies can consider incorporating nature-based activations in their properties to offer guests a unique and rejuvenating experience.
3. Food and Beverage - By collaborating with brands like breweries or offering complimentary snacks, the food and beverage industry can enhance brand engagement and attract new customers.
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