Ugg Feel House with Post Malone

MATTE was tasked with designing the Fall 2024 Feel House in collaboration with Post Malone and his team. This season, Feel House focuses on being a multi-sensory community space that exists to make self-expression comfortable for all. The project aimed to align with the launch of UGG’s new campaign and debut its collaboration with Gallery Dept. This ambitious endeavor sought to amplify the brand’s commitment to crafting products and experiences that make you feel good, inside and out.

The design of the Fall 2024 Feel House drew inspiration from the iconic UGG shoe, with its distinctive features informing the spatial layout and overall experience. The activations blended Post Malone’s unique world with UGG’s rich heritage, creating a community hub that felt both innovative and familiar.

Key features included a shoppable product area featuring the latest seasonal releases, an archival wall with past UGG collaborations with an exclusive preview of the Gallery Dept partnership, a custom full-body photo booth, and the UGG Heritage Wall celebrating the craftsmanship and history of the classic boot. Additional highlights included a cozy lounge and cafe, Post Malone’s favorite arcade game, and an expression wall designed by Cheatinsnakes. Each element was curated to create a space where creativity, comfort, and community could seamlessly come together.

The two-week immersive experience on Melrose Avenue successfully brought the community together, celebrating self-expression through multi-day programming. Feel House kicked off with an exclusive party featuring an intimate performance by Grammy-nominated Post Malone. Podcast evenings, upcycling workshops, , alongside customization moments, including collaborations with Clint Orms and Somepinkpetal, deepened the connection with guests.

As the largest Feel House to date, the event generated significant social content and became a landmark success in uniting people and celebrating UGG’s values.