UGG Opens the Doors to ‘Feel House’

UGG has launched Feel House, a multi-sensory community space dedicated to making self-expression comfortable for all. Initially introduced as a public relations concept in March, Feel House returns this fall as consumer-facing retail pop-ups in Brooklyn, New York; Chengdu, China and Seongsu-dong, Seoul, South Korea, so that UGG consumers from around the globe can participate in the experience. 

"UGG has always been an emotional brand because of the way it makes you feel," says Anne Spangenberg, president, UGG and Koolaburra by UGG, Deckers Brands. "Through sensorial and interactive environments, our Feel House space is meant to strengthen the bond we have with our consumer." 

The Brooklyn-based Feel House, which was curated and crafted in partnership with Matte Projects, puts a laser focus on community – both the local community where the store is located, and by tapping existing members of the UGG family, including past partners to contribute to the space. 

Interior of Feel House.

Consumers can now enter the Feel House through a sensory tunnel and enter the world of UGG. Inside the pop-up, a sanctuary space delivers on the necessity of refuge, by giving consumers a cozy and calming space to reset and recharge. Special audio and lighting installations allow for visitors Zen-like mindfulness and meditation. A custom scent was created in partnership with New York-based Olfactory NYC and references the UGG brand's signature suede through bold notes of dry leather, apricot and salt, with a light, refreshing sea breeze, as a nod to its origin story, born on the beaches of Southern California. There is also an interactive wall, where consumers can contribute to the space by sharing their feelings through art and words. 

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Feel House will feature a curated assortment of the UGG brand’s heritage silhouettes including the globally beloved Classic Boot franchise – Classic Micro Mini, Classic Ultra Mini, Classic Mini II and Classic Short II – and new heritage silhouettes, updated with a platform outsole.  

"Feel House is dedicated to memorable store experiences that put the consumer first," says Gerard Marceda, senior director, retail, North America, Deckers Brands. "We are proud to open the first Feel House pop-up in Brooklyn, New York and serve a new community."