勃肯 BOSTON 50 周年纪念限时空间

2026年05月29日-2026年05月31日

上海 长乐路758号

项目传播

项目现场

BIRKENSTOCK BOSTON 50周年纪念限时空间以「BOSTON之家（HOUSE OF BOSTON）」为概念，于2026年5月28日至31日登陆上海长乐路758号一栋建于1939年的独栋历史建筑。

从空间叙事与造型语言审视，项目以三层立体动线构建沉浸式档案剧场：一层作为叙事核心，以50年间的设计手稿、历史影像、周年纪念动画海报与德国自有工厂制鞋工具（裁切刀、绷楦机器等）构建可触摸的品牌考古现场，知名摄影师Henry Leutwyler与Werner Bartsch深入德国工厂拍摄的纪实作品进一步将「德国制造」的工序路径可视化；一层夹层聚焦品牌高端创意线BIRKENSTOCK 1774系列，以Romanticismo与Becomes Berlin系列展示经典廓形在多元材质与当代艺术美学下的进化；二层则转为零售体验区与限时DIY手工工坊，集中呈现50周年纪念限定系列——包括复刻1977年历史配色的滚揉牛巴革系列与将标志性骨纹图案以压花皮革呈现的骨纹系列——并开放皮革边角料与复古配件供爱好者亲手装饰专属BOSTON。制作层面，项目联动本地文化社群推出音乐漫步、字母探索漫步等City Walk活动，同步设置足部康疗互动讲座，以运动康复导师的专业视角呼应品牌「自然行走（WALK NATURALLY）」的长期愿景。

作为1976年由小卡尔·勃肯（Karl Birkenstock）设计的经典鞋型，BOSTON自诞生以来凭借原创软木乳胶鞋床与人体工学设计，从医疗从业者的专业功能鞋逐步蜕变为跨越年龄、性别与文化的全球潮流符号。此次50周年限时空间不仅是对半世纪设计演进的档案式回溯，更标志着BIRKENSTOCK从功能性鞋履品牌向生活方式与文化符号运营者的战略进阶，以历史建筑中的沉浸式体验完成德国匠心与海派文化语境的深度对话。

The BIRKENSTOCK BOSTON 50th Anniversary Limited Space, themed "HOUSE OF BOSTON," landed from May 28 to 31, 2026, at a standalone 1939 heritage building on Shanghai's Changle Road.

Examining spatial narrative and material language, the project constructed an immersive archival theater through a three-story vertical circulation: the ground floor served as the narrative core, assembling five decades of design sketches, historical footage, anniversary animated posters, and authentic manufacturing tools from the brand's German-owned factories—cutting knives, lasting machines, and more—creating a tactile brand archaeology site, further visualized through documentary works by renowned photographers Henry Leutwyler and Werner Bartsch who embedded themselves in German production facilities. The mezzanine focused on the BIRKENSTOCK 1774 premium creative line, showcasing the Romanticismo and Becomes Berlin collections to demonstrate how the classic silhouette evolves through diverse materials and contemporary art aesthetics. The second floor transitioned into a retail experience zone and limited-time DIY workshop, concentrating the 50th Anniversary Limited Edition series—including the rolled nubuck leather collection echoing 1977's historic colorways and the bone-pattern series translating the iconic outsole tread into embossed leather—while offering leather offcuts and vintage accessories for enthusiasts to personalize their own BOSTON. Production-wise, the activation partnered with local cultural communities for City Walk events including music strolls and letter exploration walks, alongside foot health therapy lectures where sports rehabilitation instructors responded to the brand's long-term vision of "WALK NATURALLY" from a professional perspective.

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