Ugg opened its first Feel House pop-up “dedicated to self-expression,” in the Williamsburg neighborhood in Brooklyn that draws a fashionable crowd. The footwear brand also plans to open two additional Feel House pop-ups in Chengdu, China and Seongsu-dong, Seoul, South Korea.
Ugg introduced the Feel House concept as a public relations concept in March 2022.
“UGG has always been an emotional brand because of the way it makes you feel,” said Anne Spangenberg, president, UGG and Koolaburra by UGG, Deckers Brands. “Through sensorial and interactive environments, our Feel House space is meant to strengthen the bond we have with our consumer.”
“Feel House is dedicated to memorable store experiences that put the consumer first,” said Gerard Marceda, senior director, Retail, North America. “We are proud to open the first Feel House pop-up in Brooklyn, New York, and serve a new community.”
Photo courtesy Ugg
