UGG Opens First Fell House Pop-up Multi-Community Space In Brooklyn
Southern California-based global lifestyle brand UGGS launches Feel House is a multi-sensory community space dedicated to making self-expression comfortable for all.
Southern California-based global lifestyle brand UGGS launches Feel House is a multi-sensory community space dedicated to making self-expression comfortable for all. Initially introduced as a public relations concept in March 2022, Feel House returns this fall as consumer-facing retail pop-ups in Brooklyn, New York; Chengdu, China; and Seongsu-dong, Seoul, South Korea, so that UGG® consumers from around the globe can participate in the one-of-a-kind experience.
"UGG has always been an emotional brand because of the way it makes you feel," said Anne Spangenberg, President of UGG® & Koolaburra by UGG® at Deckers Brands. "Through sensorial and interactive environments, our Feel House space is meant to strengthen the bond we have with our consumer."
The Brooklyn-based Feel House, which was curated and crafted in partnership with Matte Projects, puts a laser focus on community – both the local community where the store is located, and by tapping existing members of the UGG® family, including past partners to contribute to the space.
"Feel House is dedicated to memorable store experiences that put the consumer first," said Gerard Marceda, Sr. Director of Retail for North America. "We are proud to open the first Feel House pop-up in Brooklyn, New York and serve a new community."
Feel House will feature a curated assortment of the UGG® brand's iconic heritage silhouettes including the globally beloved Classic Boot franchise—Classic Micro Mini, Classic Ultra Mini, Classic Mini II, and Classic Short II—and new heritage silhouettes, updated with a platform outsole, which has been recently seen on top models like Bella Hadid, Gigi Hadid, Adut Akech, and Elsa Hosk, as well as numerous digital influencers at the start of the autumn season, or as the brand has officially dubbed UGG® Season. Celebrating its 20th anniversary this year, the brand's ever-popular Adirondack and Butte winter boots will also be available for purchase at pop-up. With cold winter months and the holidays just around the corner, Feel House further proves that UGG® is the ultimate one-stop shop for everyone on anyone's gift list.
The brand celebrated the opening through an exclusive weekend of events from Oct. 21-22.
Feel House New York
Retail opening: Friday, Oct. 28, 2022
25 Kent Avenue, Brooklyn, NY 11249
Retail hours: Monday through Saturday from 11:00 am – 8:00 pm E.T.,
& Sunday from 12:00 pm – 6:00 pm E.T.
Feel House China
Retail opening: Wednesday, Nov. 9, 2022
Location: Chengdu, China
Feel House South Korea
Retail opening: Nov. 24 – Dec. 3, 2022
Location: Seongsu-dong, Seoul, South Korea
Feel House Zepeto
(Metaverse)
Launch Date: Nov. 24, 2022
Location: Zepeto App
'Feels Like Connection' Exclusive Consumer Events
Nov. 17: Conversation with Elyse Fox of Sad Girls Club & Special Surprise Guest
Dec. 2022: Panel discussion with PFLAG
For more information on Feel House, please go to www.ugg.com/feel-house.
