If any brand knows the power of feels, it’s Ugg. Fuzzy boots and slippers aside, the brand is embracing all things comfy and cozy by bringing back its popular Feel House concept — this time with Grammy Award-nominated artist Post Malone.
Initially launched in April 2022, Feel House is a multi-sensory retail experience where “self-expression [is] comfortable for all.” The concept blends community, collaboration, Ugg products and its extensive brand heritage, which taps into California culture. The latest installment of Feel House, located on Melrose Avenue near LA’s West Hollywood, is open to the public until November 24. Visitors can enjoy a new special activation co-curated by Post Malone, called “Behind the Seams,” which merges several aspects of the Ugg brand into one space.
Feel House Creates a ‘Striking’ Brand Experience
When visitors enter Feel House, they are greeted by the “U” Tunnel, a striking entryway that gradually shifts in color and texture. The Behind the Seams experience then blends art, music and fashion while giving guests access to:
- Feel House-exclusive items, including an Ugg-branded sticker sheet, boot keychain and reusable shopper tote designed by Grant Krazer of Cheatinsnakes, who designs all of Post Malone’s tour merch;
- Customization programs where shoppers can get their hands on one-of-a-kind product designs;
- Exclusive access to the AW24 Ugg collection of footwear, apparel and outerwear, including the limited-edition Gallery Dept. Collaboration; and
- The Feel House Cozy Cafe, where they can enjoy complimentary organic coffee and warm beverages, themed sweets and other treats.
“We are thrilled to open the doors to our next Feel House, a powerful retail space that expresses the UGG brand’s commitment to delivering products and experiences that make you feel good inside and out,” said Tracy Paoletti, Ugg’s VP and General Manager of North America in a statement.
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