A Closer Look at the UGG Brand’s Feel House Winter Wonderland at HBX New York

Southern California-based global lifestyle brand UGG has expanded its brand universe beyond the iconic classic footwear with Feel House, an immersive and interactive community space emphasizing self-expression. Ahead of the winter season, the Southern California-based lifestyle brand brought the next iteration of Feel House to HBX New York for a winter experience unlike any other. 

Winter always brings a magical energy that inspires hope and wonder — characterized by the new UGGextreme collection’s “dream a new winter” mantra. UGG sought to bottle up that feeling and share it with all attendees by creating an inviting winter-themed dreamscape highlighting the UGGextreme product. The week-long program features a whimsical in-store installation, which kicked off on Thursday, Oct. 19 with an exclusive launch event to welcome friends of UGG, fashion industry tastemakers, and other influential guests into the otherworldly winter wonderland.

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For this version of Feel House, HBX serves as the backdrop to showcase the UGGextreme collection, an all-gender cold-weather offering designed to deliver extreme protection, self-expression, and comfort. At the launch event, the Adirondack Meridian Boot, Adirondack Meridian Hiker Boot, Shasta Boot Tall, Shasta Boot Mid, and the Shasta Down Puffer Jacker were showcased through sleek, tactile displays that welcomed guests to touch and get a feel for the new array. Attendees had the opportunity to explore the cold-weather capabilities of the collection, even down to the advanced technical features and durable textiles that elevate each style — from Gore-Tex to Vibram® outsoles to UGGplush™ lining. 

Additional installation features include a “ski” ball arcade game activated by unique “ski passes,” Olfactory NYC elements to activate the senses, and the centerpiece — a motion-activated snow tunnel that envelopes attendees into a winter escape from the moment they enter the store. Guests also had the chance to customize footwear styles from the new collection with customization stations featuring charms created by Brooklyn-based, Tokyo-born accessory designer Marland Backus. 

The UGG Feel House activation will be open at HBX New York until Oct. 26. To learn more about the UGGextreme collection and NYC Feel House experience, visit ugg.com.

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