Role
Lead Creative
(Scenography & Experiential)

Client
UGG
Year
2024
Location
Los Angeles
Program
Brand Activation
Event & Party
Pop Up & Installation

UGG’s Feel House is an exhibition, community hub, and pop-up store in one immersive space that invites guests to explore every facet of the brand in a tactile and engaging environment. Located on Melrose Avenue, the Fall/Winter 2024 Feel House was curated by Post Malone, coinciding with the launch of the new season’s campaign and the release of the collaboration with Gallery Dept.

Architectural elements drew inspiration from the iconic UGG boot, with notable installations including a forced perspective arrival tunnel, a curved product wall, an archive wall showcasing past collaborations, and a heritage wall deconstructing the craftsmanship behind the classic UGG. Additional features included a photo booth, a customization booth, and a bespoke stage and bar. Limewash walls, UGG fur-lined surfaces, and custom carpeting were chosen to create a sensory experience, allowing visitors to feel as though they were stepping inside an UGG boot itself.

Feel House debuted with an opening night performance by Post Malone, followed by multiple days of programming throughout its two-week run.