UGG Feel House
Paris, France
2023
Senior Architectural Designer for Amplify
Project overview
The UGG Feel House was a four day experiential pop-up that took over a 19th century gallery space in central Paris. The brief required retail, workshop and social settings unitied in a cohesive envionment that encouraged interaction, creativity and self-expression.
Working with the creative team at Amplify, I led the architectural design, styling and set design on this project, blending luxury and comfort with a WIP aesthetic.
To showcase UGG’s new product range, I designed and oversaw the production of a bespoke furniture collection.
Featuring shoes, boots, garments and accessories, the furniture had to be flexible and modular, whilst retaining a cohesive aesthetic to serve as a dynamic backdrop to the product range.
The collection balanced raw industrial elements with sleek utilitarian materials. Juxtaposing the unfinished aesthetic of breeze blocks, ratchet straps, and caster wheels against the precision of aluminum extrusions, acrylic enclosures, and mirrors, the pieces formed a striking visual contrast.
This material interplay not only created a backdrop but also enhanced the boldness of the featured products, ensuring they stood out within the space while reinforcing the brand’s innovative and expressive identity.
The event took over a series of spaces, from the street facing window displays through an immersive entrance portal to the airy atrium, the gallery above and a series of smaller adjoining spaces including a play space and smaller workshop areas.
Vivid tubes of LED lighting, sculptural layers of fabric and graphics signalled the presence of the Feel House to the street, impactful both during night and day.