Birkenstock
Birkenstock Moc Toe Launch
We partnered with Birkenstock to bring its AW26 Moc Toe campaign to life across a selection of key DTC and wholesale doors, including Galeries Lafayette Haussmann and Le Marais in Paris, St Germain, London King’s Road, Carnaby Street, Die bijenkorf in Amsterdam as well as Munich, Zurich and Cologne.
Our spatial concept, Grounded Through Transition, translated this idea into a familiar workplace environment. The office became a stage for the campaign, reflecting the structured routines and constant shifts that define the working day.
As the summer ends, we all transition into a new season - back to work, back to the familiar structure. This campaign explores the everyday transitions between different states of mind, rhythms, perspectives and ways of moving through the day.
The core campaign concept uses familiar office objects captured mid-action. Chairs, desks, drawers and equipment are arranged as though suspended between one moment and the next, creating a workplace that is recognisable but subtly surreal.
Built predominantly from existing office furniture and equipment, the result is a simple, adaptable spatial language that connects the campaign’s personas, product story and central message: What Keeps You Grounded.
ather than creating a conventional retail environment, we focused on the moments in between. Office objects were captured as though time had suddenly stopped: drawers left open, equipment positioned mid-use and everyday objects in a state of unfinished action.
Materials such as cork, brushed aluminum, white printer paper and low-pile carpets were used to evoke the office environment.
The installation was built almost entirely from existing office furniture and equipment - filing cabinets and photocopiers displayed shoes and campaign imagery. We were able to flex the spatial designs for different store configurations, and to provide impact whatever the environment.
The unexpected positioning of each element introduced movement and tension, suggesting that something had just happened, or perhaps was just about to and created visually striking window displays.
he spatial language provided a flexible framework for the different store layouts. Individual items, such as the photocopier plinth, the stacked pile of paperwork display, or the filing cabinet display unit were all standarised to ensure they would sit in any of Birkenstock’s retail spaces. This ensured a smoother production process and created a consistent visual world across multiple retail locations.
Our toolkit explored how to integrate the product directly into the retail spaces we designed, ensuring a consistency across locations for the client. The core design was made as accessible as possible within the toolkit, where we laid out the design detail and creative direction needed to develop the campaign in a cohesive way, beyond the stores we were directly involved with.
The result was a retail experience that turned a familiar environment into something more expressive and unexpected.
By freezing everyday transitions in time, Grounded Through Transition gave physical form to the campaign’s central ideas.