The UGG Feel House is a Comfort-Focused Community Space
Laura McQuarrie — October 26, 2022 — Business
References: ugg & theglobeandmail
The UGG Feel House is a multi-sensory pop-up that can be experienced by fans of the footwear brand this fall across several global locations. With retail pop-up spaces in Brooklyn, New York; Chengdu, China; and Seongsu-dong, Seoul, South Korea, consumers can visit the comfort-focused community hub to explore a sensorial and interactive environment.
The Brooklyn-based Feel House, was curated and crafted in partnership with Matte Projects, and is highlights the local community and members of the UGG family. In this space, fans will find pieces made exclusively for Feel House with partners like Shawna X, Grace Miceli and Alicia Mersy. Art and footwear lovers alike will delight in the space's affirmation-covered sofas, digitally illustrated comic panels and mixed-media pieces that blend traditional weaving techniques with artificial intelligence tech.
The Brooklyn-based Feel House, was curated and crafted in partnership with Matte Projects, and is highlights the local community and members of the UGG family. In this space, fans will find pieces made exclusively for Feel House with partners like Shawna X, Grace Miceli and Alicia Mersy. Art and footwear lovers alike will delight in the space's affirmation-covered sofas, digitally illustrated comic panels and mixed-media pieces that blend traditional weaving techniques with artificial intelligence tech.
Trend Themes
1. Multi-sensory Retail - UGG's Feel House provides a unique multi-sensory pop-up experience for customers to engage with their favorite brand in a physical space across multiple locations.
2. Interactive Environments - The use of sensorial and interactive environments in UGG's Feel House creates a disruptive innovation opportunity to engage with customers in unique and unexpected ways.
3. Collaboration-based Innovation - The Feel House's collaboration with local artists and designers offers a disruptive innovation opportunity to create exclusive products that appeal to a wider set of customers.
Industry Implications
1. Footwear - The UGG Feel House pop-up provides a new opportunity for the footwear industry to engage with customers in a unique and interactive environment.
2. Retail - Multi-sensory retail experiences like UGG's Feel House could disrupt traditional retail by offering a more engaging and immersive customer experience.
3. Art - The collaboration between UGG and local artists on exclusive products provides a disruptive innovation opportunity for the art industry and for brands across various industries to collaborate with artists for exclusive products.
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