Birkenstock has opened a new concept store in Zhangyuan, a historic landmark in central Shanghai. The location follows a previous pop-up commemorating the brand’s 250th anniversary and now serves as a permanent retail space in China. Blending contemporary design with Zhangyuan’s heritage architecture, the store features cork-crafted displays inspired by vintage Shanghai furniture and Art Deco elements. A footbed installation influenced by contemporary Chinese art is also on view. The store carries a full range of Birkenstock products, from entry-level styles to premium lines. To coincide with the opening, the brand introduced its new Boro series, continuing its focus on craftsmanship and modern design.