Global lifestyle brand Ugg’s latest Feel House, a multi-sensory community space dedicated to making self-expression comfortable for all, has opened in Williamsburg, Brooklyn. Others are opening in Chengdu, China and Seongsu-dong, Seoul, South Korea.
“Ugg has always been an emotional brand because of the way it makes you feel,” said Anne Spangenberg, president of Ugg and Koolaburra by Ugg at 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.
“Feel House is dedicated to memorable store experiences that put the consumer first,” said Gerard Marceda, senior director of retail for North America. “We are proud to open the first Feel House pop-up in Brooklyn, New York and serve a new community.”
Ugg partner and curator, critic and author Kimberly Drew enlisted local artists to create custom work centered around the idea of “feeling.” Made exclusively for Feel House, Shawna X, Grace Miceli and Alicia Mersy’s pieces will be on display through January 2023. Shawna X created artwork representing an act of weaving and sorting through complexity to seek truth and healing, made with a mix of traditional, digital and AI mediums. Miceli’s digitally illustrated comic features 12 rectangular panels designed to push her toward opening up and exploring her inner world. Mersey built and fabricated an affirmation-covered sofa in collaboration with Furniture Abu Akram of Brooklyn, made to encourage total awareness and positive action toward maintaining the integrity of our true self.
Consumers 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 to experience 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.
To continue to support organizations that champion mental wellness and belonging for vulnerable communities, Ugg will partner with two nonprofits this holiday season, host panel events at the Feel House and donate $50,000 to each partner. PFLAG is dedicated to creating a more caring, just, and affirming world for LGBTQ+ people and those who love them through support, education and advocacy. Sad Girls Club is committed to destigmatizing mental wellness for Millennial and Gen Z, women, girls and femmes of color.
