UGG to Open 4 Pop-Up “Feel Houses”

Footwear brand UGG (Santa Barbara, Calif.) is launching four Feel Houses, which are described in a news release as “multisensory community spaces dedicated to making self-expression comfortable for all.”

Initially introduced as a public relations concept in March 2022, Feel House returns this fall as retail pop-ups in Brooklyn, New York; Chengdu, China; and Seoul, South Korea; as well as one in the metaverse.

“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.”

Visitors enter the Feel House through a sensory tunnel. Inside, UGG says shoppers encounter a sanctuary space offering them a calming area to reset and recharge. Special audio and lighting installations create a Zen-like space conducive to mindfulness and meditation.

Here’s the schedule for launching the concept:

Feel House New York: Opening Oct. 28 at 25 Kent Avenue, Brooklyn

Feel House China: Opening Nov. 9 at Chengdu, China

Feel House South Korea: Opening Nov. 24 – Dec. 3 in Seoul, South Korea

Feel House Zepeto (metaverse): Launch date Nov. 24 in the Zepeto App

UGG designs and sells footwear, apparel, accessories and homewares. It has more than $1.5 billion in annual sales through global retailers and its own concept and outlet stores.