UggThe Australian footwear brand opens a new proposition at Disney Springs in Lake Buena Vista, Florida, with some digital treats, John Ryan finds.
Ugg is one of those brands that seems to have been around for ages and which has shops everywhere.
Yet there are relatively few standalone outlets in the UK, and globally the Aussie purveyor of soft boots tends to be found only in major cities.
A new format has been unveiled, however, in Disney Springs (part of the Walt Disney World Resort in Lake Buena Vista, Florida) that is a more luxurious expression of the brand.
Designed by consultancy Checkland Kindleysides, the 2,828 sq ft (263 sq m) store features a more open-plan layout than other Ugg stores. There are also large-format graphics showing dramatic scenery across the shop.
The store also features a customisation area and a number of digital touchpoints where shoppers can get access to “exclusive Ugg content”, according to the company.
This is a distinctly domestic interior that shows what can be done when a single item is turned into a brand and a product range is created around it.
The format will be taken to major cities, including Shanghai, New York and Tokyo later this year.