Birkenstock are celebrating a hugely impressive 250 years of taking care of feet, and the opening party for their fabulous activation to mark the occasion in Sydney was the perfect mix of history, design, hospitality, and — foot massages.
Tucked away in a delightfully ambient room within the event, held on the fifth floor of the super-chic Chinatown Country Club, four masseuses treated guests to two signature Birkenstock reflexology foot massages that guests at Birkenstock 250 celebrations all around the world will enjoy. “You’ve got very healthy feet,” my masseuse told me. That’s because I wear good shoes, I thought to myself.
Healthy feet are the basis of Birkenstock, and for more than 250 years they’ve stood for orthopaedic expertise and tradition in shoemaking. Their latest innovation completes the brand’s 360° approach to foot health. A full foot care range: Care Essentials is a beautiful and elevated range of six foot care products that take you from relaxing bath salts, a smoothing pumice stone made from 100% recycled glass, and exfoliating foot scrub, to foot balm, lotion, and oil. The product I was treated to — did I mention the foot massage? — was dreamy and the packaging is very elegant. Anyone in my life would love this product as a gift, as (hint, hint) would I.
Speaking of gifts to me, the apex of the event was what every Birkenstock fan aspires to: a pair of classic Arizonas, in the brand’s signature Eggshell with my own monogram applied in gold foil. Hopefully it stops other members of my family pinching them for themselves, but, honestly, it probably won’t.
The history buff in me was satiated by the fascinating display of museum pieces from Birkenstock’s vast archive, including footbeds, moulds, and all the tools of the trade. Sitting alongside them was a gallery of wonderful imagery from the Birkenstock archive, reaching back through many decades. The photos, taken by Henry Leutwyler, capture the very essence of the brand. Looking at my feet, relaxed as could be after my foot rub and looking chic and comfortable in my taupe Bostons, I considered how the shoe hasn’t changed much at all and appreciated that this is the ultimate sign of truly great design.
On the topic of great design, on display were examples of many of the high-fashion Birkenstock collaborations from recent years including Dior, Valentino, and Manolo Blahnik. It’s interesting to see how this most functional of footwear has been so embraced by fashion over the last couple of decades. Let’s get real, Birkenstock hasn’t always been the fashion shoe we think of it as today. It’s been adopted by the fashion-forward because, despite being a late-18th century brand, it captures so adroitly the essence of early-21st century fashion aspirations: quality that delivers years of wear, unhurried design, comfort at the centre of it all, and an appreciation and love of fashion without being a victim to it. As one of the archive advertisements on display said, ‘Happy feet make a happier you’. Couldn’t agree more.
