eCommerce, Fashion

1774
Birkenstock

Birkenstock 1774, named after the founding date of the world renowned German sandal company, is the limited edition, high fashion, collaboration range of their ubiquitous corked sole shoe. I was assigned with the task of directing, designing and conceptualising a fashion forward look to sit on top of their rather pedestrian CMS and eCommerce site (pun intended). The redesign needed to present Birkenstock 1774 as a cutting edge fashion house where world famous designers (Rick Owens, Jill Sanders and Valentino) would feel comfortable presenting their custom designs.

If the Shoe Fits

I took my inspiration for the site from the shoes themselves by directly taking their inherently layered look (leather on cork on rubber) and translating that into a layered visual concept where the components themselves hover like layers within a customisable frame.

My goal was to create a simple one page template that was, from a visual standpoint, highly customisable so that each collaboration shoe could live in its on themed world.

Fashion is fickle and so is its fans as such it was imperative that the site was flexible, efficient, tailored and easily maintained. My team and I achieved all this and more.