Checkland Kindleysides has created a new concept store for UGG, which looks to offer customers a ‘sensorial’ experience inspired by the brand’s iconography.
“A relaxing social environment”
The new store is located at Disney Springs, at the Walt Disney World Resort in Lake Buena Vista, Florida.
The concept, which aims to transform the retail experience into one of ‘sensorial’ discovery’, is now set for further development in other retail formats.
Checkland Kindleysides creative director Joe Evans says: “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 entrance leads into an open plan layout, which is designed to invite a sense of discovery and mirror the ‘accessibility’ of the brand.
“It’s 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,” says Evans.
“Sanctuary of calm”
Key concept areas within the store include the Classics Bar, which aims to ‘pay homage’ to the brand’s original designs from 1978.
The Bar is located at the back of the store, and includes the iconic UGG classic sheepskin boot, alongside a customisation bar and digital platform offering exclusive brand content.
A series of cinemagraphs showing panoramic scenes of nature also create a ‘sanctuary of calm’ by inviting customers to experience the ‘great outdoors’.
A “compelling brand experience”
The Sunflake motif, which is a pattern found on the soles of an UGG boot, has been turned into a design feature and now permeates the walls of the space.
The pattern has been deconstructed throughout the store to emphasise the brand’s distinctive design signature.
An opalescent colour palette featuring blue, white and grey tones also inspires feelings of “warmth and comfort” according to the consultancy.
Developing the concept
UGG plans to extend their new concept into different formats, including wholesale stores and showrooms, across the globe.
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