I visited Birkenstock's fashion-forward SoHo store and was impressed by the range of styles, including sneakers, heels, and boots

The Birkenstock store is located at 120 Spring Street in the bustling, downtown shopping neighborhood of Soho.

Stuart Weitzman was right next door and Adidas was across the street.

Since shoes don't take up as much space as clothing, I could tell the merchandising team used the geometric build outs and shelves to fill it out and make the store more intriguing than your typical shoe racks.

Some of the shelves and displays were made out of cork.

Above a bench where customers tried on shoes, there hung framed advertisements and mementos of Birkenstock's history.

These strappy suede sandals were from 1977.

This pair in particular shows how the brand has catered to a more fashion-forward consumer, without sacrificing the comfort at Birkenstock's core. The thick straps, forest green suede, and large gold buckles are a more contemporary approach to the brand's classic sandals.

This shoe is like a close-heel version of the Boston clog and has shearling inside.

Birkenstock has expanded its offerings to the fashion set by creating variations of its classic styles with materials like shearling.

The back area was focused on women's and children's styles.

These structures made the shoes feel like they were on display in a gallery — a clear effort to position Birkenstock's products as a luxury item that is meant to be visually appreciated just as much as it's worn.

While the more trendy styles were placed at the front and middle of the store, the classic styles and older collections were in the back. Seeing that the store is in the fashionable neighborhood of Soho, it makes sense that the brand would place the newest and flashiest styles where they'll be seen first.

The children's shoes were easy to miss because they were placed on a small shelving unit in a corner where the lighting was dim.

This display broke up the shelves and highlighted more styles that have platforms, shearling, and large buckles.

I liked how Birkenstock added a trendy item — a thick, white contrast platform — to one of its classic styles. The Arizona Chunky felt like a fresh update, but didn't take away from the brand's signature design.

I laughed at these shearling-covered sandals because they looked like rabbit feet. They were so fluffy, I could barely see the gold buckles. I imagined how quickly they would turn grey or brown wearing them on the city streets. But perhaps they'd make a comfy house slipper.

A sales associate told me the sneaker is made with a suede corduroy. I also noticed it has a sliver of cork visible in the back — a nod to Birkenstock's cork soles.

I had always thought of the brand as a maker of sandals and clogs, so I did not expect Birkenstock to have boots.

Once again, I was surprised to find a wide range of wedge-heel shoes. When I asked a sales associate what the word "papillio" meant, she told me that's what Birkenstock calls it's range of heels for women. Papillio includes both the platform and wedge shoes.

To me, this shoe was what the Boston clog would look like with a wedge-heel and a slightly more sophisticated buckle.

These shoes were made in collaboration with the luxury fabric brand Tekla. Each pair is made with Cazador suede and shearling shearling and cost between $475 and $495.

The foot imprint was modeled after Birkenstock's patented sole.

A floor-to-ceiling mirror covered the wall against the staircase.

The second floor was dedicated to mens' shoes.

This floor had a little more space to walk around than the first level, but it also wasn't as busy.

Cube lanterns and greenery made use of the high ceilings.

Similar to the pair I saw on the first floor, this slip-on sneaker comes in a mustard yellow suede corduroy and has the exposed cork in the back of the sole.

The Super-Birk is a simple clog made from polyurethane. It seems to be the brand's take on a Croc, which have been another popular "ugly" shoe.

Birkenstock's Soho store feels like a place of discovery, where people who are curious about the brand, but maybe have never purchased a pair, can really get a sense of its offerings.

I've never been inside a Birkenstock store before — the one pair I own, I purchased online. When you're shopping online, you often scroll or search past so many products, it's easy to miss everything a brand has to offer.