UGG
Galeries Lafayette Champs-Élysées
Rosie Lee CreativeClent:
UGG
Team:
James Nelson
Maddalena Gioglio
Digby Reed
Eleonora Polotti
The space was designed as a three-stage journey, guiding visitors from immersion to participation. A plush micro-suede tunnel with twin seam detailing introduced UGG’s world through a tactile, sensory entrance. This built towards a central “wow” moment — a floating oversized Classic Boot — before opening into product discovery and hands-on workshops that deepened brand connection.
At the core of the design were two defining brand codes: the Classic Boot and the Chestnut colour. The oversized silhouette, tactile sheepskin and warm, recognisable palette grounded the experience in familiarity, while elevating it for a contemporary Parisian audience.
The environment balanced softness and structure. Curved plinths showcased key looks, modular lounge seating encouraged relaxed try-on, and a sweeping micro-suede wall paired product with organic mirrors to enhance tactility and flow. The central atrium installation flexed with the rhythm of the space, maintaining visibility and impact from multiple vantage points.
An activation zone hosted interactive experiences, including a photo kiosk, styling moments and hands-on workshops — extending engagement from passive viewing into participation.
Exploratory concepts developed alongside UGG included the Cozy Dome, a cocoon-like fleece structure; a Floating Canopy, introducing lightness through suspended forms; and an Experiential Room featuring a mirrored, shearling-lined photobooth. These directions informed the final outcome, shaping a cohesive yet expressive spatial language.
The final design translated UGG’s codes of comfort and craft into a physical experience — inviting visitors to feel, explore and share, moving seamlessly from theatre to trial and from brand storytelling into personal connection.