UGG Opens 'Feel House' in Los Angeles, a Multi-Sensory Retail Concept Co-Curated by Post Malone

Business Wire 20-Nov-2024 4:52 PM

Anwar Hadid, Alton Mason, Boo Johnson, Akira Akbar, Kordell Beckham, Hunter Woodhall, Lil Cherry, & More, Joined the Brand to Celebrate Its Experiential Pop-up With a Private Event

Launched in April 2022 by Southern California-based brand UGG® (a division of Deckers Brands (NYSE: DECK)), Feel House returns once again as a multi-sensory retail experience dedicated to making self-expression comfortable for all. Merging community, collaboration, product and heritage into one space dedicated to making self-expression comfortable for all, it is where the UGG® brand brings together its collective of multi-hyphenate creatives renowned in fashion, art, music, and culture.

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Credit: Jason Sean Weiss/BFA

To celebrate the opening of Feel House Los Angeles, UGG® and nine-time diamond-certified GRAMMY® Award-nominated phenomenon Post Malone hosted an exclusive, invite-only event on Saturday, November 16. Notable guests including Anwar Hadid, Alton Mason, Boo Johnson, Akira Akbar, Allison Kane, Hunter Woodhall, Lil Cherry, Larsen Thompson, Reese Cooper, Mario, and more, were treated to a special live performance by Post Malone, set by DJ Odalys, bespoke UGG® product customization by Clint Orms, catering by Craig's LA, specialty cocktails and beverages by SCHAFFER, and exclusive UGG® Classic Boots in the same custom multi-camo print that UGG® and Post Malone co-created in 2023 for a one-of-a-kind pair he was seen wearing at his soundcheck at Super Bowl LVIII in February 2024.

Open to the public now until November 24 in Los Angeles, California, UGG® invites guests to its newest Feel House, with a special event and space creative co-curated by Post Malone. Encouraging visitors to explore the brand ‘Behind the Seams,' the activation merges multiple aspects of UGG® into one space.

"We are thrilled to open the doors to our next Feel House, a powerful retail space that expresses the UGG brand's commitment to delivering products and experiences that make you feel good inside and out," said Tracy Paoletti, UGG® Vice President & General Manager of North America. "Showcasing creatives, art, and design cues that merge Post Malone's and the UGG brand's creative point-of-views, Feel House LA, curated by Post Malone, brings our newest product offering and heritage fan favorites to Los Angeles."

Located on Melrose Avenue near West Hollywood, Feel House allows guests to immerse themselves in the brand values on a deeper level through programming and brand storytelling in a physical retail space. Focused on art, music, and fashion, the space combines the latest product lines, new and past collaborations, guest customization, and brand education. Visitors are welcomed by the "U" Tunnel, a visually striking entryway that gradually shifts in color and texture, setting the tone for an immersive experience ahead. Feel House offers a Behind the Seams experience that makes guests feel good, inside and out.

• EXCLUSIVE FEEL HOUSE GIVEAWAYS: Guests can receive an array of special Feel House-exclusive items, like a multi-camo UGG® Classic Boot keychain, reusable shopper tote by the creative force behind Post's highly regarded tour merchandise, Grant Krazer of Cheatinsnakes, eye-catching UGG® sticker sheet, and more—some for free and others for purchase.
• EXCITING & ENGAGING ENTERTAINMENT: Along with an interactive photo booth for guests to scan and share their experience at Feel House, Crazy Taxi, the iconic arcade game personally selected by Post Malone, will also be available for nostalgic entertainment.
• REFRESHMENTS, ON THE (FEEL) HOUSE: Complimentary organic coffee and warm beverages by woman-owned specialty coffee roaster Cafecita, thematic sweets and treats, and soft lounge seating will be available in the Feel House Cozy Café.
• ONE-OF-A-KING CUSTOMIZED UGG® PRODUCT: For a bespoke UGG® product experience only available at Feel House, customization programs will include signature specialties by Clint Orms on Saturday, November 16, and Saturday, November 23, from 10 AM-7 PM and Ana Rodriguez of Somepinkpetal on Sunday, November 17, and Sunday, November 24, from 10 AM-7 PM, with proof of Feel House purchase and while limited supplies last.
• LAST CALL: UGG® fans, new and loyal, will have the opportunity to purchase the freshly launched and already coveted AW24 UGG® collection of footwear, apparel, and outerwear. On Friday, November 22, there will be a last chance to buy the limited-edition AW24 UGG® Gallery Dept. collaboration while supplies last.
• UGG® COLLABORATIONS, A HISTORY: Officially launched in 2017, UGG® has worked with over 25 brands and creatives worldwide. At Feel House, guests can explore a curated selection of the brand's collaborations that illustrate the bold self-expression at the core of the UGG® brand.

UGG® Feel House 8175 Melrose Avenue Los Angeles, CA 90046

Hours of Operation: Friday, November 15: 10 AM-6 PM Saturday, November 16: 10 AM-3 PM Sunday, November 17: 10 AM-6 PM Monday, November 18-Sunday, November 24: 10 AM-7 PM

Featured UGG® Feel House Styles:

• Tasman Weather Hybrid, $150: Featuring waterproof suede, seam-sealed construction, and cozy UGGplush™ upcycled wool lining, the Tasman Weather Hybrid offers a light, slipper feel with an easy slip-on silhouette. The outsole is made from renewable, rainwater-nourished sugarcane and features a permanent galosh for wet conditions.
• Anders, $150: The Anders is made with a genuine suede upper and lined with our soft UGGplush blend for unbelievable coziness and warmth. Simultaneously light and supportive, they have a rebounding PORON® footbed for lasting support and a sugarcane EVA midsole.
• Pumped Slide, $150: The Pumped Slide is a fearless slipper with signature UGG coziness and a maximalist vibe. The padded upper gives pillowy comfort and is wrapped in genuine suede. You'll be immersed in the Feel of UGG inside with plush faux fur and a cushy footbed.
• Lowmel, $150: The Lowmel gives nostalgic West Coast vibes in the best way. The chunky round laces are designed to be worn open and loose. We've gone for soft, spring-inspired materials that call back to classic sneakers. Crafted with a suede and textile upper, we've added a mesh vamp for warm-weather wearability. Set on a molded footbed and sugarcane EVA outsole for premium comfort.
• Tazz, $130: The Tazz platform outsole, ultra-lush UGGplush™ lining and insole will wrap your feet in moisture-wicking dreamy softness. And the playful UGGbraid detail is a look only UGG can create, and only you can wear. This is one of those moments where we can say with all sincerity: if you love the Tasman, you'll love the Tazz.
• Classic Ultra Mini, $150: The Classic Ultra Mini is one of the most coveted of our Classics. Built-in flair with a lower shaft which makes for easy on-off wear. Pre-treated to keep it looking better for longer, this Classic features everything you love about the original Classic Boot, like signature UGG sheepskin and a flexible, ultra-lightweight sole.
• Classic Ultra Mini Platform, $160: This ultra, elevated Classic boot is a must-have combination of newness and nostalgia. It's made with rich suede and lined inside with our UGGplush™ blend for signature softness.
• Mini Pumped Molded, $200: Building upon our classic suede upper and UGGplush lining, these Classic Mini Pumped Molded feature new ways to live in UGG. A hidden wedge gives you a height boost while the molded bottom serves main character energy.
• Classic Tall TrailGazer, $240: The Classic Tall TrailGazer is an evolution of our Heritage vault design theory, built with the same goal of bringing unstoppable comfort into the outdoors. The waterproof sheepskin upper highlights our signature UGGbraid, and the interior is fully lined with super soft UGGplush for 360º of coziness. Designed to get you outside, even when the snow is falling, the Classic Tall TrailGazer is weather-rated to -20ºC and is complete with a White Spider Rubber® outsole to deliver enhanced traction.
• Heritage Pull-On TrailGazer, $200: When you need to go the distance no matter the weather, get into the Heritage Pull-on TrailGazer. These winter-ready boots are crafted with a waterproof, full-grain leather upper that's been seam sealed for added protection from the elements. Inside you'll find our soft UGGplush blend and a genuine sheepskin collar lining designed to surround you in the rich Feel of UGG. The outsole has White Spider Rubber for enhanced traction. Rated to keep you warm in temps as low as -20ºC.

_________________________ About UGG®

Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, accessories, and homewares with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit www.ugg.com @ugg

FEEL HOUSE EVENT PHOTOS Credit: Jason Sean Weiss/BFA

FEEL HOUSE VENUE PHOTOS Credit: Regan Norton

UGG® PRODUCT & CAMPAIGN CONTENT Product Images Credit: UGG® Campaign Content Credit: AKQA

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