Ugg has announced the opening of its new “Feel House” pop-up store in Los Angeles, which follows the success of previous pop-ups in New York. Initially launched as a trial concept in March 2022, the Feel House returns this fall to Melrose Avenue. The store aims to offer visitors a deeper connection to the brand’s values through immersive programming and storytelling.
Curated in collaboration with Ugg’s latest brand ambassador, singer Post Malone, the new pop-up focuses on art, music, and fashion. It showcases the brand’s latest product lines, as well as past and current collaborations. Visitors can also personalize products and learn more about the brand’s story.
Upon entering the store, guests walk through the “U” Tunnel, a visually dynamic entryway that changes in color and texture. This leads to the “Behind the Seams” experience, where shoppers can explore and purchase regular and limited-edition Ugg products, including the Tasman Weather Hybrid, the Anders, and the Pumped Slide.
To mark the opening of Feel House Los Angeles, Ugg and Post Malone hosted a special event on November 16. The exclusive event featured a live performance by the Grammy-nominated artist, along with a DJ set by Odalys. Guests such as Anwar Hadid, Alton Mason, and Boo Johnson were treated to custom Ugg products by Clint Orms, including limited-edition Ugg Classic Boots designed in a multi-camo print, co-created by Malone for his 2023 Super Bowl halftime show.
Tracy Paoletti, Ugg’s Vice President and General Manager of North America, expressed excitement about the new pop-up: “Feel House is a powerful retail space that reflects Ugg’s commitment to creating products and experiences that make you feel good inside and out. Curated by Post Malone, it merges creative perspectives from both the artist and the brand, bringing our newest and classic products to Los Angeles.”
The Ugg Feel House Los Angeles pop-up will remain open until November 24. This follows the success of a similar pop-up in Brooklyn last fall.
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