Southern California-based brand Ugg debuted its flagship store at 530 Fifth Avenue in New York City (on the corner of 45th Street). This new concept marks the first of its kind, representing the Ugg brand heritage and D.N.A. while showcasing the breadth of the line, the company said. A curated fleet of flagship stores will be rolled out globally in 2021.
Built to reflect the brand’s evolution from its classic boot to a full lifestyle brand that offers footwear, ready-to-wear, accessories and home, the multi-level, 12,842-square-foot store reflects and reimagines the brand’s California roots. Designed by Los Angeles-based architecture studio Florencia Pita & Co. in partnership with San Francisco-based Quezada Architecture, the store will feature exclusive items and experiences throughout the years.
“We are thrilled to launch the new Ugg Flagship on Fifth Avenue in New York City,” said Stefano Caroti, president of omni channel at Ugg’s parent company Deckers Brands. “As the pinnacle expression of our brand, we will showcase the breadth and depth of Ugg as a true lifestyle brand and provide the customer with the ultimate brand experience.”
To celebrate the first flagship store in NYC and connect with the local community, Ugg regionalized its 2020 holiday “Feel Love” campaign featuring three New York-based public service heroes. The stories of King’s County Distillery Co-Owner Colin Spoelman, ICU nurse Kimberly Llanto and restaurant owner Melba Wilson were at the center of the brand’s flagship campaign.
“A gift is an expression of love, and so is giving back,” said Andrea O’Donnell, president of Ugg and Koolaburra by Ugg. “To launch our Flagship in New York City, we wanted to recognize those brave people and innovators who give back every day of the year and ask our community to honor friends, family and colleagues who do the same. In these turbulent times, feeling love is the best antidote I can think of.”
