Ugg launches new retail concept

American footwear brand Ugg has launched a new global retail concept as part of the “biggest re-launch” the brand has seen in its 37 years.

The new 2,828 square foot flagship store in Disney Springs at Walt Disney World Resort in Lake Buena Vista, Florida, marks the 10th anniversary of the very first Ugg flagship in SoHo, New York, and features a new retail design that celebrates the “brand’s heritage, while revealing its vision for the future”.

Ugg director of insights and design strategy, Anders Bergstrom said: “Our new store concept is more than a place where boots are sold. It’s an environment where the brand lives.

“Our intention is to give every guest who visits our store the opportunity to experience the complete Ugg lifestyle firsthand.”

Designed by Checkland Kindleysides, a global design agency specialising in the art of brand storytelling, the new retail space has dedicated areas for men’s, women’s, kid’s and lifestyle, including loungewear, handbags, accessories and home goods, to showcase the full range of the fashion and lifestyle brand.

The concept will inspire future openings in key markets later this year including Shanghai, New York City, and Tokyo, and has been designed to be scalable to work with different formats and smaller spaces to ensure brand consistency.

“Our new retail environment is the pinnacle Ugg brand experience,” said Stefano Caroti, president of omnichannel for Deckers Brands, which owns Ugg. “It honours our history, celebrates the present and offers a glimpse into our exciting future. As a physical expression of the Ugg life, visitors are transported directly into the comfort of the casual California lifestyle, the home of Ugg.”

Checkland Kindleysides creative director Joe Evans, said: “Inspiration came from the Californian roots of the brand, its connections to nature and its modernist vibe – a sense of stylish living that’s both ‘off duty and ‘on air’.

“The store is a relaxing social environment that radiates the UGG brand’s luxurious warmth, engages through sensorial brand storytelling and invites you to enjoy the good things in life with good people.”

The new retail concept follows the announcement of supermodel Rosie Huntington-Whiteley as Ugg’s first global women’s brand, which is also part of the brand’s re-launch strategy.

Images: Courtesy of Ugg