With storefronts on both Corso Garibaldi and Via Tivoli, in the heart of a district steeped in artisan history – now known as the Brera district, famed for its fashion, furniture, and design boutiques, as well as its vibrant social scene and aperitivo culture – Birkenstock‘s first Milan flagship seamlessly blends the display and storytelling of its iconic models with installations and unique pieces by local artists and designers. Highlights include Walk with Me, an installation by designer and gallerist Frederik De Wachter and Alla Carta Magazine fashion editor Fabiana Fierotti, inviting visitors to discover their favorite city spots and everyday rituals.
Also featured is a striking sculptural interpretation of the anatomical foot by Milanese artist Gianluca Brando, crafted in glazed white ceramic, and a limited-edition series of hand-painted ceramic plates, created in collaboration with the historic Laboratorio Paravicini as a tribute to Rovello 18, the beloved restaurant that once occupied the very same space.
These artistic contributions are the centerpiece of The Artisans of Milan, a campaign launched in July 2025 and gaining momentum in September. The campaign spotlights a curated selection of Milanese creatives, chosen not only to represent contemporary craftsmanship but also for embodying that distinctly Milanese blend of heritage and vision, quality, and purpose. The entire campaign was shot on location in Brera, capturing these artisans in some of their favorite outdoor haunts in the neighborhood.
Spanning 120 square meters across two floors, the Milan store is Birkenstock’s third retail location in Italy and its 42nd in Europe. This new boutique not only reflects the brand’s aesthetic and functional vision but also connects with a rich local heritage of artisan tradition and creativity.
