Clogs and Cocktails: Step Inside This Birkenstock Celebration in NYC

The event featured panoramas of cork trees and bark nestled into moss, hinting at Birkenstock’s use of sustainable natural materials in its products.Photo: BFA/Neil Rasmus and Carl TimponeNEW YORK—At the end of November, Birkenstock hosted an evening event at Cipriani 25 Broadway in New York City in the run up to its 250th anniversary in 2024. The brand welcomed more than 400 media and influencers for an immersive experience that showcased the spirit of the German company, known for its humble, podiatrist-approved shoes, as well as offering a peek at its future. (ICYMI: Its classic Boston clog has become this year’s hottest must-have item, even being named the Shoe of the Year in Lyst’s 2022 Year in Fashion report.)

Produced by Ken Solomon Productions, the precursor anniversary event featured panoramas of cork trees and bark nestled into moss, hinting at Birkenstock’s use of sustainable natural materials in its products. The main room was transformed into a lush tropical forest filled with ferns, mosses, hedges, and banana leaves while large-scale projections of brand iconography adorned the walls. On a cork platform stage, guests enjoyed performances by musical artists, including Chanese Elifé, Oswin Benjamin, and Natalie Hart. 5th Column coordinated the PR and logistics for the event.

“We wanted every aspect of the decor to reflect the Birkenstock brand by conveying a connection with nature, wellbeing, and the renewable natural resources used to make their products," explained Ken Solomon, owner of Ken Solomon Productions. "With lush greenery enveloping the space and brand elements of cork, wood, natural fibers, leathers, and metals woven into iconic Birkenstock displays, guests could meander through a serene, curated landscape."

With this in mind, hosting the event at Cipriani 25 Broadway, which is known as a grand space with 65-foot-high ceilings, soaring marble columns, inlaid floors, and murals, might seem like an unexpected choice for the earthy brand. But a Birkenstock spokesperson explained, in addition to the venue’s layout, that “the juxtaposition of Cipriani’s opulence and Birkenstock’s natural construction created an incredible lush background for our celebration.”

In the center of the room, exhibitions displayed the brand’s history and some of its first shoe models, as well as a selection of celebrated fashion collaborations including Dior, Rick Owens, and Manolo Blahnik. Plus, guests were encouraged to learn their shoe size and width by scanning their feet on a footbed scanner and stepping onto a mossy platform “walkway” filled with the brand’s signature footbeds. They were then able to order a pair of Birkenstock Bend sneakers with customization by Three Kings Tattoo studio and laser engraving provided by Birkenstock’s in-house team. Guests also enjoyed foot massages by Chillhouse in a dedicated lounge area.

Throughout the evening, signature cocktails were served, including the Big Apple Bend (a Manhattan-type cocktail) and the Görlitz Gimlet, along with an array of savory and sweet hors d’oeuvres courtesy of Cipriani, including polenta chips with short ribs, lobster croquettes with honey mustard, and zabaglione cake.

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