The former Birkenstock factory in Novato, a striking architectural landmark along the 101 freeway in Marin County, is set to undergo a transformative revival, becoming a significant Design Museum dedicated to the iconic works and archives of Charles and Ray Eames. This ambitious acquisition by the Eames Institute signals a new era for preserving and sharing the profound legacy of these midcentury design pioneers.
This remarkable property, encompassing 88.5 acres and a substantial 123,000-square-foot building, was originally constructed in 1964 for McGraw Hill. After Birkenstock vacated the premises in 2019, the expansive site, including an additional 43,000 square feet of office space, has now been secured by the Eames Institute for a reported $36 million, promising to inject new cultural vitality into the region.
The Eames Institute, a non-profit organization, is partly overseen by Llisa Demetrios, the granddaughter of Charles and Ray Eames. Demetrios, who resides at the Eames Ranch in Sonoma County established by her mother Lucia Eames, is deeply committed to extending her grandparents’ vision and making their vast contributions to art and design more accessible to the public.
Charles and Ray Eames are globally recognized for their revolutionary midcentury design contributions, particularly the enduring Eames lounge chair, first produced by Herman Miller in 1956. Beyond furniture, their prolific careers spanned filmmaking, architecture, and the creation of various utilitarian objects, showcasing their boundless curiosity and innovative approach to problem-solving. Currently, the extensive Eames Archives are housed in Richmond, where public tours are available, albeit with a significant waiting list.
Llisa Demetrios expressed profound dedication to the project, stating, “To share my grandparents’ vision with the world is the honor of a lifetime.” She emphasized that the expansion aligns perfectly with the Eames Institute’s core mission of sharing Charles and Ray Eames’ problem-solving ethos through design, anticipating a broader community engagement through this new venture.
The architectural blueprint for the forthcoming Design Museum is being meticulously crafted by the renowned Swiss firm Herzog & de Meuron, designers of San Francisco’s deYoung Museum, with local firm WRNS Studio serving as executive architects. Plans detail an immersive experience featuring art exhibitions, collaborative makerspaces, enriching workshops, high-impact educational programming, and accessible public open spaces, alongside culinary and retail offerings.
John Cary, President & CEO of the Eames Institute, highlighted the acquisition of the former Birkenstock campus as a “transformational step” and a “culmination of a long-held dream.” He underscored its potential to expand programming, reach a wider audience, and serve as a permanent hub for creativity and innovation within the Bay Area, expressing gratitude for community support and eagerness to realize this vision for Novato and Marin County.
It’s important to distinguish the Eames Institute, established in 2019 and publicly launched in 2022, from the separate Eames Foundation, which safeguards the iconic Eames House in Pacific Palisades, Los Angeles. While the Eames House was long the primary public landmark associated with the couple, the establishment of the Eames Archives in Richmond, and now this new Design Museum in Novato, significantly expands public access to the Eames legacy.
David C. Howse, president of California College of the Arts, lauded the museum news as “incredibly exciting,” emphasizing that the Eames legacy is a cultural treasure. He articulated that the Eames Institute’s new Novato campus will serve as an unprecedented platform, allowing this rich heritage to be shared more broadly than ever before with the world.
