Birkenstock Atelier, Paris

Birkenstock has opened a pop up workshop concept in the Marais called L’Atelier, running from September to November 2025. It sits next to the brand’s permanent Marais store, which opened in 2024, and is designed as a workshop and cultural space rather than a standard shop.

Inside, the space is a simple layout with discreet signage and a weekly events board. A central workbench lets people make small accessories from Birkenstock components, a hands-on way to introduce the brand’s shoemaking process. Footwear is shown in clean frames and plinths, with a tightly edited range of classics like the Arizona and Boston in seasonal colours and materials.

The store also features still-life displays of lasts, footbeds and parts that explain the brand’s ergonomic design and repairable construction.

Alongside this, a small library highlights titles such as The Book of Birkenstock and photography by Juergen Teller and others, adding context to the brand’s cultural story.

Weekly programming includes craft sessions, yoga, live music and talks, delivered with partners such as Atelier Craft, Flawless Yoga and designer Kitesy Martin.

A café corner is run in collaboration with Paris coffee brand WHITE, and a Marais city guide produced with the L’Atelier community highlights nearby galleries and cafés.

The project was created with Paris-based studios Solid Paris and Atelier Craft, with production by Togæther.

Fixtures use natural materials and modest detailing to echo Birkenstock’s design approach.

Photography by Adrien Ozouf documented the opening.

L’Atelier is intended as both experiment and template: a cultural format that could return seasonally in Paris or be repeated in other cities alongside permanent Birkenstock stores.