UGG
Galeries Lafayette
UGG’s AW25 takeover at Galeries Lafayette Champs-Élysées reimagined brand theatre for a Parisian stage.
Under the theme “Iconic Design Crafted Together” the activation combined sculptural displays, immersive storytelling and interactive workshops to celebrate UGG’s heritage while engaging a new generation of culturally savvy shoppers.
We designed the space as a journey of three stages, moving visitors from immersion into participation: immersion into UGG's world through the cozy entrance tunnel; wow with the giant floating UGG boot; connection with product in the central display and connection with the brand through hands-on workshops. Early sketches and renders established the flow, which evolved into modular, tactile environments that flexed with the rhythms of the Galeries Lafayette's iconic atrium.
Two codes sit at the heart of UGG’s identity: the Classic Boot and the Chestnut colour. The oversized silhouette and tactile sheepskin of the Classic Boot, combined with the warmth and recognisability of Chestnut, carry decades of cultural weight. By grounding the takeover in these codes, the design could feel both instantly familiar and freshly elevated for Paris.
Our design began with a plush micro-suede tunnel with twin seam detailing that would immerse visitors in UGG, in a tactile way. We introduced cut-outs that would gradually reveal campaign elements, building intrigue.
Curvy plinths presented key looks, modular lounge furniture offered relaxed try-on, and a sweeping micro-suede wall displayed product alongside organically shaped mirrors.
At the heart of the takeover, a floating giant UGG boot created the wow moment.
A dedicated activation zone hosted interactive experiences. Visitors could capture their style at a photo kiosk, join hands-on workshops or explore products.
Alternative routes we explored during the design process, with UGG, included The Cozy Dome: A fleece-wrapped structure with twin seam panelling and curved wooden ribs, creating a cocoon of comfort. Inside, styling zones, lounges and food pairings invited slow exploration.
Further ideas included A Floating Canopy: A suspended ceiling that conveyed lightness and ease, with programmable lighting and soft touchpoints encouraging discovery at a relaxed pace.
We also put forward an Experiential Room concept: A block-like structure between pillars with a service counter and a Cozy Style Photobooth. Visitors styled with UGG staff, then captured their look in a mirrored, shearling-lined booth with diffused lighting.
The final design translated UGG’s codes of comfort and craft into a spatial experience. Visitors could feel, explore and share - moving from theatre to trial, and from brand storytelling into personal connection.
Credits
Media & Activation Partner
Pavillon Noir
Build & Install Partners
Acierta