Creative Checkland Kindleysides Deckers

Ugg's new global retail design uses 'digital vistas' to create sensorial brand story


By Natalie Mortimer, N/A

June 3, 2016 | 2 min read

Ugg has revealed a new global retail concept that uses digital design to offer consumers a "sensorial brand storytelling" experience.


The new store design, which debuted in Walt Disney World Resort, Florida, marks the first major redesign for the shoe brand in 37 years, and sets the tone for future in-store experiences at Ugg.

Created by Checkland Kindleysides, the retail concept has been designed to emulate the "feeling of putting on a classic Ugg boot," according to Joe Evans, creative director at the agency.

"It’s about a creating sense of relaxed luxury, a place of comfort, that is homely in spirit and stylishly simple in design," he told The Drum.

"The surfing origins inspired the idea to set the store as an interior that looks out to fantastical digital vistas - a room with a perfect view. It’s a dream state immersing the consumers within the shelter of a home set with the outside world beckoning."

The design is similar to a modern open plan living space, with areas defined by use. For example there are sections in the store to relax and try the products on and other areas to browse and indulge.

The shop also features a ‘Classics Bar’ that houses the Ugg Classic sheepskin boot and reflects the brand’s rich history. Alongside these storytelling elements sits a customisation bar and a digital platform that allows access to exclusive Ugg content.

The new store design will inspire future openings in key markets later this year including Shanghai, New York City and Tokyo.

Creative Checkland Kindleysides Deckers

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