Birkenstock, a brand with 250 years of shoemaking history, has launched a store called Art & Sole in Johannesburg, South Africa. Located at 44 on Stanley, this 280 square meter store is designed to celebrate the brand’s past as well as support local artists and designers.
As you step into Art & Sole, you can feel the energy of Johannesburg’s creative community. The store showcases the heritage of Birkenstock while highlighting the work of talented South African artists like Mpho Vackier, Naledi Modupi, and Mandla Thabethe. This makes the store a blend of history and local culture.
The design of the store itself is striking. With a high ceiling and an open space, Art & Sole is filled with materials that reflect the essence of Birkenstock shoes – cork, leather, jute, and metal. Every detail in the store tells a story about the craftsmanship of Birkenstock, which started back in 1774. The aim? To provide people with shoes that make walking comfortable and natural.
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As customers enter, they are greeted by a timeline of important moments in Birkenstock’s history, leading them upstairs to a beautiful gallery. Inside the store, an art installation called “Walk This Way” by Henry Leutwyler captures the brand’s history and connects customers to its long-standing legacy. This artwork will travel to more than 25 locations worldwide, spreading the story of Birkenstock even further.
Another amazing feature of the store is the Birkenstock Hourglass exhibition. This archive shows how the very first Birkenstock was developed and how the brand has evolved over the years. It tells the story of a shoemaker’s dedication to foot health and comfort.
In addition, the store has partnered with Urban Native, a local furniture design company founded by Mpho Vackier. They have carefully selected furniture that echoes the natural elements found in Birkenstock shoes, such as cork and wood, creating a warm and inviting atmosphere.
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One of the highlights for shoppers is that they can receive custom box sleeves designed by South African illustrator Naledi Modupi when they buy a pair of shoes.
Birkenstock also showcased designs by Mandla Thabethe, who created outfits inspired by Soweto. These outfits perfectly match Birkenstock shoes, further showcasing the connection between fashion and comfort.
One cool feature of the Art & Sole store is the customisation station. Customers can personalise their Birkenstocks with laser engraving, giving their shoes a unique flair, whether they bought them at the store or brought them from home.
