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The UGG Life: Designing an award-winning ‘slow retail’ experience

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Objective: Create a global retail design concept to relaunch UGG as a relaxed, Californian lifestyle brand.

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 spatial design 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 global retail design concept 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 digital vistas. First launched in Disney Springs and rolled out around the world, our ‘slow retail' experience was awarded the best omni-channel retail concept in the world. Calm, convenient and creative retail design. Welcome to the UGG life.

“UGG’s latest retail design concept isn’t just a shop — it’s a sensorial brand experience.” - Footwear News
Browse at your leisure: Our 'slow retail' experience delivers an aspirational brand experience for UGG's Disney Springs store.

Content created with purpose: Panoramic views of dramatic scenery paired with cinemagraphs and ambient lighting transforms the retail interior into a modern living environment.

A modernist interior design: Mid-century, modernist architecture prevalent in the the Hollywood hills and California beachfronts, inspired UGG’s new global retail design concept.

Design Week

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

Omni-channel retail design: an award-winning concierge-style, click-and-collect space took UGG's Ginza store experience to the next level.
On air and off duty: A 'slow retail' experience in the fast-paced city of Tokyo.
A universal brand experience: Our global retail design concept was applied to all branded spaces from their New York showroom to pop-up activations.

Talk to us about creating slow retail experiences

If you are looking for a global retail design agency in London to lead your next brand experience project, let’s talk. You can also check out more of our award winning store 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.

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