UGG Flagship Store opens in Westfield London

UGG’s newest flagship has opened in Westfield London, signalling the first next-generation concept, ten years after UGG originally opened its doors here.

UGG engaged 20.20 to enhance the global concept for a European market and to create an in-store experience that truly showcases a vibrant lifestyle brand.

Together, 20.20 and UGG created a new look with a host of Californian influences. Instead of its traditional colour scheme, a richer colour palette was chosen to capture the essence of the West Coast.

It was key for 20.20 to create memorable moments throughout the store to celebrate the UGG brand and its heritage.

The “poolside,” located at the heart of the store allows shoppers to try on shoes in a relaxing environment. Texturally-rich materials and playful colours are used in the kid’s area with child-friendly customised seating.

Graphic communications and digital innovations come to life in store as the brand appeals to a younger, tech savvy generation.

The new store concept is being rolled out throughout Europe. Open in Spain and London, new sites will launch in Germany and Italy in 2019 with plans for further expansion.

Further pictures to follow..

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