Oct 29, 2019 | By Maria Florencia Ameneiros
Experience Lifestyle & Interiors on WGSN.
Jan 18, 2017
As the boundaries between fashion and interiors increasingly blur, the WGSN Lifestyle and Interiors team just witnessed another example of this exciting phenomenon: footwear giant Birkenstock just launched a premium-quality sleep range here at the interiors trade show IMM Cologne.
You know that nice feeling you get when you put your Birkenstock’s on, it’s almost as if you were wearing slippers? Well, now you can extend that feeling from toes to head, for a full body experience. With its 6 new sleeping systems, Birkenstock just gave us an (other) reason to stay in bed way beyond our morning alarm clock.
Joining forces with Austrian furniture manufacturer ADA, Birkenstock has broken into this new market for the first time with a collection of beds, slatted frames and mattresses that promote healthy sleep.
From (foot)beds to just beds, this looks like an obvious move for the footwear manufacturer that has always placed ‘wellbeing’ at its core. The distinctive ‘feel-good’ element recognised globally in its German made shoes and sandals, is at the heart of this new collection, translated into mattresses that immediately recognise and adapt to the natural contours of the body, ensuring a healthy, restful sleep.
Premium quality leathers and wools, artisan details ( anyone recognise the outsole motif on the side table and bed leg?) and the contemporary designs make the collection beautiful as well as comfortable. I love the extended and oversized headboards and the smart storage solutions.
Birkenstock’s collection reflects our ever-changing lifestyles- because the bed is no longer just for sleeping in, but also where we can work, eat or simply take time for ourselves.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.