1774 Birkenstock | Becomes Berlin

For this exclusive brand experience during Berlin Art Week, our agency curated a five-day cultural immersion program for 40 international KOLs and press guests to celebrate the launch of Birkenstock 1774's Becomes Berlin collection - inspired by the golden spirit of 1920s Berlin. Guests explored artist studios and the world's most respected gallery spaces, with exclusive private previews arranged ahead of their public openings. Culinary highlights included lunch at the iconic Borchardt and dinner at JULIUS. The week culminated in an evening at the legendary Spiegelsaal at Clärchens Ballhaus - a space steeped in the golden-age glamour of the collection - where the intimate guest group was joined by 300 local figures from the arts and culture scene for a live performance by Berlin-based artist Lyra Pramuk.