Milestones

DME's 'Samuel' Headlines in The Monocle Minute on Design

Samuel, DME Amsterdam's monumental property on Sarphatistraat, has caught international attention. Global design publication Monocle featured the building's newest tenant, Birkenstock, in its 'Monocle Minute on Design' column, spotlighting how the heritage footwear brand transformed the space into its first Amsterdam office and showroom.

For its first Amsterdam office, Birkenstock chose to work with Amsterdam-based Griffe Studio – led by Vivian Hartog-Holla, to revive a former 1860s mansion, converting it into a design-led workspace and brand showroom that reflects the label’s craftsmanship and heritage.

The renovation strikes a careful balance between the property’s original character and contemporary design, drawing on Birkenstock’s design language of organic forms and natural materials. Custom-made cabinetry echoes the shape of the brand’s iconic sole, while deep-blue lounge chairs by Verner Panton and floor-to-ceiling windows bring the interior to life alongside artwork by Dutch artists.
According to Birkenstock’s vice-president of wholesale Europe, Fabio Ortega, Amsterdam is one of the most important cities in the European market — a statement that underscores the significance of the opening for the brand’s international presence. With this new outpost inside Samuel, Birkenstock has turned the building into a window onto its world and a place to welcome the local community.

Design: Griffe Studio
Photographer: Maarten Willemstein
Featured Art: Julie Haverkamp

Sources
The Monocle Minute on Design, 21 February 2024
— ‘Step Ahead: Birkenstock Amsterdam, Netherlands.’
https://monocle.com/minute/2024/02/21/?c=OnDesign/