Ugg, Shanghai

CONCEPT: UGG’S FIRST CHINA flagship brings the warmth of the Californian coast to the Xintiandi neighborhood in downtown Shanghai.

1. WARM AND FUZZY
   Goleta, Calif.-based Ugg (a unit of Deckers) is known for its soft textures and earth tones, which are reflected in the store’s warm color palette, creating a relaxed atmosphere. These tones are accented with saturated colors to highlight fixtures and displays throughout.
2. CALIFORNIA DREAMING
   A central fixture is inspired by Californian cacti, with branching platforms that can fit different product for new campaigns. “The store brings consumers a shopping environment [that] immerses [them] in the brand’s story and culture,” says Richard Chang, Studio Director and Retail Practice Area Leader at Gensler Greater China, the firm behind the store’s design.
3. HERE COMES THE SUN
   Visuals on digital screens cycle from daytime to nighttime scenes and are “seasonally updated to reflect different aspects of the rich landscapes and beautiful skies of California,” says Chang, and feature “an urban skyline in the distance, sunsets of the dunes or snow falling over Lake Tahoe.”
4. DOWN TO EARTH
   Integrating the brand’s sustainability commitments, eco-friendly alternatives were used, like cardboard-constructed tables, reused cork podiums and recycled marble terrazzo floors. These sustainable elements were partly inspired by Ugg’s Renew service, which extends the life of products through repairs and cleanings.
5. A LIGHT TOUCH
   The soft, indirect illumination sets the mood and allows the visual merchandising to pop. The store also incorporates dynamic lighting that regularly shifts color temperature, attracting guests’ eyes around the store. The overall design captures “the essence of the brand and maintains a good connection to its global heritage while creating something unique for China,” says Chang.