Ugg bows multi-sensory ‘Feel House’ curated by Post Malone

Footwear brand Ugg announced on Wednesday the opening of its new multi-sensory pop-up store, located in Los Angeles. and previous pop-ups in New York.

Initially introduced as a trial concept in March 2022, the ‘Feel House’ returns this fall to Melrose Avenue, as a retail pop-up that “allows guests to immerse themselves in the brand values on a deeper level through programming and brand storytelling in a physical retail space,” according to a press release from the Deckers-owned Ugg.

Curated in partnership with singer Post Malone, Ugg’s latest brand ambassador, the latest edition of Feel House is focused on art, music, and fashion, and combines the latest product lines, new and past collaborations, guest customization, and brand education.

Inside, visitors are welcomed by the “U” Tunnel, an entryway that gradually shifts in color and texture, that leads to the footwear maker’s Behind the Seams experience for shoppers to immerse themselves in and shop normal and special-edition Uggs including the Tasman Weather Hybrid, the Anders, the Pumped Slide, and more.

To celebrate the opening of Feel House Los Angeles, Ugg and and Malone hosted an exclusive event on November 16. Notable guests including Anwar Hadid, Alton Mason, Boo Johnson, Akira Akbar, Allison Kane, Hunter Woodhall, Lil Cherry, Larsen Thompson, Reese Cooper, Mario, and more, were treated to a special live performance by the nine-time diamond-certified Grammy Award-nominated artist and a set by DJ Odalys. The event also hosted a bespoke Ugg product customisation by Clint Orms, and exclusive Ugg Classic Boots in the same custom multi-camo print that Malone co-created with Ugg in 2023 for his Super Bowl half-time performance in 2024.

“We are thrilled to open the doors to our next Feel House, a powerful retail space that expresses the Ugg brand’s commitment to delivering products and experiences that make you feel good inside and out,” said Tracy Paoletti, Ugg vice president and general manager of North America. 

“Showcasing creatives, art, and design cues that merge Post Malone’s and the Ugg brand’s creative point-of-views, Feel House LA, curated by Post Malone, brings our newest product offering and heritage fan favorites to Los Angeles.”

The Ugg Feel House Los Angeles pop-up runs until November 24, and succeeds the Feel House opened temporarily over the fall in Brooklyn last year.