UGG Feel House Brooklyn
FEELS LIKE UGG
Dedicated to making self-expression comfortable for all, MATTE partnered with UGG in the creation of FEEL HOUSE, Brooklyn - a multisensory community space.
Bringing their AW22 campaign strategy “Feels Like UGG” to life, MATTE transformed the space of 25 Kent into a VIP and retail experience that allows UGG fans to FEEL good through a sensorial journey that lifts their spirits and leaves people with a feeling only UGG can deliver.
VISUAL IDENTITY & GRAPHICS
A visual system was created by combining graphic elements and motifs inspired by the bold, organic textures of FEEL HOUSE.
Together, these elements formed a cohesive toolkit that was used in all graphic assets, print and digital.
SOCIAL & PRESS
Guests enter through a psychedelic tunnel that transports them into the FEEL HOUSE. At the end of the lighted archway, an infinity mirror with UGG branding creates an illusion of endlessness.
From left to right: Evan Mock, Ella Emhoff, Lexx, Sierra Rena
Our photo moment allows guests to get up close and personal with the FEEL HOUSE logo, treating it as a piece of artwork, surrounded by flowing drapery. A photo capture machine prompts guests to email or text the digital photos to themselves to share on socials.
Inspired by California’s natural landscapes, product was displayed on a 3-tier topographical structure with an integrated apparel rack, greenery, florals, and mirrors.
Jonathan “JONBOY” Valena, pioneer of the “tiny tattoo” movement, was invited to hand-draw bold and expressive designs on UGG boots for VIP guests at the customization station.
Inviting guests to contribute to the space and express themselves, magnet tiles were available for guests to write on and place on the magnet wall, finishing the prompt "Feels like __”.
ART ON DISPLAY
Rising from the landscape of the space, we created a vista-like display of artworks to elevate the sense of sight for our guests.
The display was curated by famed artist and author Kimberly Drew (@MuseumMammy), and featured works from a variety of artists centered around the theme of “feeling.”
The meditation room is a designated area for reflection. It is a sanctuary designed for comfort, with plush furniture, mood lighting, and a soundtrack that engages the senses.
FEEL HOUSE is part dance hall: a free-spirited cultural hub where guests can listen and move to live performances. Musical powerhouses like Sean Bennet, Quiana Parks, and Tierra Whack took to the stage–a glowing platform in the center of the space, featuring a branded backdrop, stacked speakers, astera lights, and a mirrored DJ booth.