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UGG introduces biggest re-launch in 37 years

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American footwear retailer UGG has launched a new global retail concept as part of the brand's largest re-launch in 37 years.

The new concept has been introduced in UGG's SoHo, New York flagship and marks the 10th anniversary of the store.

The 2,828 sq ft retail space was designed by Checkland Kindleysides which will be duplicated in core markets such as Shanghai, Tokyo and New York City later this year.

The store has been designed in a way that makes it scalable to other stores and can fit different formats from wholesale to showroom spaces.

“Our new retail environment is the pinnacle UGG brand experience,” said Stefano Caroti, President of Omni-channel for Deckers Brands. “It honours our history, celebrates the present and offers a glimpse into our exciting future.”

"Inspiration came from the Californian roots of the brand, its connections to nature and its modernist vibe – a sense of stylish living that’s both ‘off duty and ‘on air’" said Joe Evans Creative Director at Checkland Kindleysides.

“The store is a relaxing social environment that radiates the UGG brand’s luxurious warmth, engages through sensorial brand storytelling and invites you to enjoy the good things in life with good people.”

Published on Wednesday 01 June by Talya Misiri

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