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Birkenstock - Chelsea Flower Week 2026

WHAT
Birkenstock x Sage — Chelsea in Bloom
Chelsea Flower Week Activation

WHEN
2026

WHO
Creative Direction
with Yeet

HOW

Created as part of Chelsea in Bloom during Chelsea Flower Week, this project documented Birkenstock’s collaboration with floral studio Sage for a bespoke activation at the Birkenstock store on London’s King’s Road. Responding to the festival’s Out of This World theme, Sage transformed the storefront into an immersive floral installation — an otherworldly landscape that wrapped around the façade and reimagined the retail space through texture, colour and botanical form. Me

The creative output took the form of a series of short films designed to capture both the making and atmosphere of the installation. Intended for the store’s in-house screens and Birkenstock’s social channels, the films documented the transformation process, celebrating the craftsmanship and collaboration behind the activation while extending its lifespan beyond the physical experience. Alongside the floral intervention, a bespoke bench designed by Joseph Starsmore formed part of the installation, creating a sculptural focal point within the space and reinforcing the project’s blend of design, nature and storytelling. In-store gift with purchase included 600, bespoke handmade flowers by Olivia Joy, and floral kombucha by Momo. The week also included a floral workshop for selected guests. 

The resulting activation and content became an organic social post on the Birkenstock Instagram feed, delivered to 1.7 million followers. 

 
CREDITS
Creative Agency — Yeet

Client
Birkenstock x Sage Flowers

Team Yeet
Executive Creative Director — Mr Mann
Executive Producer — Jake Perry
Client Services Director — Wolver Furn
Account Executive — Olivia Vozzolo
Creative Direction — Ellie Jackson
Design Lead — Victor Mazariegos
Producer — Dhaval Joshi
Junior Creative — Neha Sivakumar

Film
Director of Photography & Editor — Andrew J W Broadhurst

Furniture Design
Joseph Starsmore