German shoe brand Birkenstock has opened its first community studio in east London, offering a dedicated event space and a creative hub.
The so-called ‘Birkenstock Studio: Walk With Me’ is located in the Dray Walk Gallery at Truman Brewery. A free program of exclusive events and workshops will be offered on site, allowing the brand to connect and collaborate with its customers and the London creative scene.
The move is part of the brand’s new brick-and-mortar media strategy outside of traditional retail to showcase the brand’s heritage, craftsmanship and style to a “hyperactive audience” in 2024.
As part of the initiative, the brand will also support a series of multidisciplinary artist residencies. The first is an eight-week residency with footwear and accessories designer Helen Kirkum, known for using recycled and discarded materials to create sustainably reconstructed sneakers.
Kirkum will host a series of workshops providing insight into her innovative process. The first workshop on February 15th will be about deconstruction and construction. Participants deconstruct old Birkenstocks and transform them into their own personalized keychains using traditional hand stitching techniques.
This translated article previously appeared on FashionUnited.com
