The UGG life, designing a ‘slow retail’ experience

On air & off duty, interior design concept

Turns out, when an Australian surfer went to California to sell sheepskin boots, he was onto something. Fast-forward nearly four decades - and a global retail success story later - we worked with UGG to relaunch their brand positioning with a new lifestyle retail concept.

Taking the brand back to their Californian roots, our interior design concept took inspiration from the ‘UGG Life’ - modern casual living that is tranquil, luxurious and intertwined with nature. We unpacked the aspirational Californian lifestyle and its modernist architecture, creating a retail design identity that married the comfort of the UGG boot with the effortlessly cool vibe of California. This created a laid-back brand experience that was less ‘shopping’ and more modernist beach club, with low walls, open plan ‘living’ spaces and floor to ceiling vistas. Launching in Disney Springs and rolled out around the world, our ‘soft-sell’ retail concept was awarded the best omni-channel retail store experience in the world. Calm, convenient and creative retail design. Welcome to the UGG life.

“UGG’s latest retail store concept isn’t just a shop — it’s a sensorial brand experience.” - Footwear News
A modernist retail interior: Mid-century, modernist architecture prevalent in the the Hollywood hills and California beachfronts, inspired our design for UGG’s new global store concept.
Layers of brand storytelling: we wrapped the walls in digital panoramic vistas and re-constructed the brand’s iconic ‘sunflake’ pattern (classically found on the sole of the boot) throughout the retail interior.

Our new retail environment is the pinnacle UGG brand experience. It honours our history and offers a glimpse into our exciting future.

President of Omni-Channel Retail, Deckers Brands

Elevated omni-channel service design: an award-winning retail concierge-style, click-and-collect space took their Ginza retail store experience to the next level.
A universal brand experience: Our new interior design concept was applied to all branded spaces beyond retail, in their New York showroom and pop-up activations.

Talk to us about creating your next global retail design

If you are looking for a global retail design and interiors agency in London to lead your next brand experience project, let’s talk. You can also check out more of our award winning, retail interior concepts on our work page, or take a look at our Wonder blog for all the latest design insights and creative inspiration.

Don’t forget to connect with us on LinkedIn today.

Related content