With the opening of its first store in Milan on July 31, 2025, BIRKENSTOCK is strengthening its presence in Italy and marking a new chapter in its European retail journey. The location is no coincidence: Brera, a neighborhood synonymous with creativity and culture, welcomes the brand’s 42nd flagship store in Europe—the third in Italy—in a location designed to showcase, experience, and touch the essence of the German brand.
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An immersive experience in the heart of the city
The new space is located at the intersection of Corso Garibaldi, Via Mercato, Via Pontaccio, and Via Tivoli, in the heart of Milan’s vibrant city center. The freestanding Tuscan-style building—with a pastel facade and wooden shutters—fits perfectly into the vibrant district, already bustling with designers, artists, and fashion enthusiasts from around the world.
As Andrea Cannavò, Vice President Direct-to-Consumer & Membership EMEA, explains:
“With this store, we want to create an authentic connection with our Italian community, conveying the values of functionality, quality, and tradition that have always distinguished us.”
A space that tells the brand story in 360°
The store spans two levels, totaling 120 m², offering a curated selection of BIRKENSTOCK products: from the iconic ARIZONA, MADRID, and BOSTON sandals to the premium 1774, Professional, and Care Essentials collections. But above all, it’s the anatomical footbed—the true heart and soul of the brand—that takes center stage.
Through digital installations, tactile displays, and an experiential booth, visitors can discover the various types of insoles, their benefits for the foot, and the connection between natural movement and daily well-being. An immersive, sensorial design invites visitors to explore the history and innovation behind each model.
Zen minimalism, natural materials and architectural references
The architectural concept echoes the brand’s philosophy: simplicity, authenticity, and well-being. Warm lighting and natural materials like cork, birch wood, stone, and sisal interact with Brutalist-inspired forms, creating a balance between aesthetics and functionality.
Evocative touches abound: handcrafted wooden handles that mirror the shape of the footbed, a staircase that recounts over 250 years of shoemaking tradition, and an interactive tour that takes visitors on a virtual stroll through the streets of Milan, walking—ideally and physically—in the footsteps of BIRKENSTOCK.
Beyond Design: Art, Community, and Local Crafts
A fascinating tactile experience to be fully enjoyed while wearing your favorite pair of BIRKENSTOCKs. True to the brand’s commitment to community and creative exchange, local artist Gianluca Brando was invited to create a foot-inspired sculpture for the Milan store.
A symbolic gesture, yet deeply consistent with the brand’s vision: encouraging people to walk in harmony with nature—such as barefoot on sand, grass, or clay—contributing to the well-being and health of their feet.v
Extraordinary opening in Milan
To celebrate the grand opening, BIRKENSTOCK hosted a special opening on July 31st for its first guests and community members. On the program: a “welcome gelato,” created in collaboration with the historic Gelateria Umberto 1934, and an exclusive bag that converts into an apron—a tribute to the former Rivello restaurant that once occupied the space.
The connection between the international brand and the local scene is also strengthened through the direct involvement of Milanese artisans, protagonists of an out-of-home campaign that will liven up the city throughout the summer. In September, these same artisans will be at the center of a series of in-store initiatives, illustrating and celebrating the union between Milanese manufacturing tradition and the BIRKENSTOCK universe.
