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First Look: Ugg’s new store concept

BY Marianne Wilson
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Storytelling elements provide an immersive brand experience at Ugg’s new global store concept, at Disney Springs, Lake Buena Vista, Florida. The brand’s Californian roots, connections to nature and modernist vibe all come into play in the 2,828-sq.-ft. space, which has a relaxed, soothing ambience.

Designed by United Kingdom-based Checkland Kindleysides, the store has an open layout that invites a sense of discovery and modern casual living. A “classics bar” houses the iconic Ugg sheepskin boot and pays homage to the brand’s rich history. There is also a customization bar and a digital feature that provides access to exclusive Ugg content.

The store is punctuated with intuitive brand signatures, creating a design language that is uniquely Ugg. The brand’s iconic ‘sunflake’ pattern, found on the sole of the boot, has been deconstructed in-store and applied to radiate warmth, style and a spectrum of seasons.

“Our new retail environment is the pinnacle Ugg brand experience,” said Stefano Caroti, president of omnichannel, Deckers Brands, which owns Ugg. “It honors our history, celebrates the present and offers a glimpse into our exciting future.”

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