In October, the German footbed brand Birkenstock opened its first concept store in Chengdu, the capital of the province of Sichuan in southwest China, marking a new start of its long-term development in the Chinese market.

With a tradition in shoe-making that can be traced back to 1774, it has developed into a global brand focusing on foot health. The new concept store draws inspiration from natural elements containing Sichuan local culture in its spatial design, showcasing a diverse range of products from entry-level to luxury. It provides a multi-dimensional, interactive experience during the opening period, including brand workshop and a foot experience area. Visitors can walk as intended by nature, relax their feet on sand and grass and discover walking on natural surfaces: the effect of walking as intended by nature ("Naturgewolltes Gehen") that the Birkenstock footbed mimics.