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BUSINESS IMPACT
The Sole Reborn
We worked with Birkenstock on the product launch plan, partnering with Kartell for the New York debut and with the Museum of Modern Art in San Francisco for the West Coast unveiling. The goal was to create events that put Birkenstock in a new light: green design that isn't granola. We built large shoe chandeliers to present the product in a surprisingly dramatic fashion. In addition, fuseproject designed a point-of-purchase display based on the Footprints logo: six shoes orbit around a glossy orange acrylic "fp" wordmark.
Footprints and Birkies broke new ground with Birkenstock. It transformed a brand that had lost its reputation for innovation, imbuing it with a contemporary, urban appeal without compromising the company's traditional values. fuseproject's unique strategic approach, of reviving a brand from the inside out, emanates from the product line itself to the way it is positioned at every point in the market. In Footprints and Birkies, Birkenstock's past and its future have found equal expression.