Conceived as a showcase for special projects, 1774 offers Birkenstock the ideal setting to venture into the luxury market. The new, international office of 1774 in Paris acts as an incubator for innovative ideas and new collaborations. The new retail concept invites interesting creative people from fashion, art, architecture and design to create exclusive collections and unique experiences.

“Birkenstock has developed its very own universal language that is both free and adaptable at its core,” says Pierpaolo Piccioli, who recently designed a Birkenstock collection for Valentino, describing his fascination.

At the beginning there is the careful selection of the partners - the prerequisite for the synergetic cooperation between the traditional brand and the designers. From great fashion designers like Proenza Schouler to hoteliers like Marie-Louise Sciò, each new collection offers the opportunity to reinterpret the classic sandal and push boundaries.

BIRKENSTOCK also relies on the best in the fashion world visually. Each collection is accompanied by an exclusive campaign staged by creative directors and photographers such as Juergen Teller and Roe Ethridge.