The new space at Calle de Claudio Coello 44 serves as a departure from standardized retail design. By integrating elements of traditional espadrille workshops and artifacts reminiscent of the El Rastro flea market, the store aims to root the brand in local culture. The interior highlights raw materials central to the company's identity—cork, jute, and natural latex—blended with antique limestone flooring and walnut travertine to evoke a sense of heritage.

Andrea Cannavo, Vice President of Direct-to-Consumer at Birkenstock, stated that the physical locations are intended to make the brand's philosophy of natural movement tangible for the consumer. Beyond the standard footwear range, the Salamanca store stocks the premium 1774 line, including a recent collaboration with Repetto, and the brand’s natural-origin body care collection, Care Essentials. This expansion reflects a broader strategy to transition from a travel-discovery brand to a permanent fixture in the daily lives of Spanish shoppers.