UGG’s New Flagship in Knightsbridge: A Purpose-Driven Retail Experience Designed by Gensler
Gensler partnered with UGG to design their new Flagship store in Knightsbridge, London, elevating their image as a global fashion lifestyle brand with purpose at the forefront.
Crafting a unique and immersive retail experience committed to purpose in one of London’s fashion districts London, UK
Following the design of the brand’s China prototype, Gensler partnered with UGG to design a European prototype for their new flagship store in Knightsbridge, London. Spotlighting how UGG makes their consumer feel was the key concept driver for Gensler’s European Prototype design, which pays homage to the brand’s Californian heritage while also embracing their identity as a global lifestyle brand with purpose.
The new UGG Knightsbridge store reflects the brand’s commitment to inclusivity, environmental and material purpose, and community engagement through innovative design, thoughtful consideration for both customers and staff, and a focus on environmental responsibility.
Underpinned by a commitment to inclusivity, the welcoming ambience extends to all aspects of the store, which incorporates a flowing, curvilinear design that promotes tactile comfort and fluid expression, complementing UGG’s products.
Set across two floors, the Gensler team developed a signature staircase, promoting a seamless experiential flow. Strategically positioned to create a backdrop for the retail window display, the stairs also serve to promote discovery of the upper floor and incorporate an elevated stage, hosting VM displays, digital installations, and localised showcases to engage and promote curiosity of passers-by.
The design adapts to local nuances by carefully selecting tones and elements tailored to the European market while paying homage to the brand’s Californian heritage, including locally sourced materials and a bespoke art installation with local artist, Liam Pitchford. Gensler prioritised the interplay between customers’ mindsets, modes, and behaviours, creating an engaging and commercially viable environment.
Flexible fixtures enable the UGG Visual Experience team to curate bespoke category displays, reinforcing their positioning as a lifestyle brand that offers a versatile product range. The brand’s iconic DNA is woven throughout the store with integrated digital lifestyle graphics and light boxes, which also serve the dual purpose of adding warmth, ambience and dynamism to the space.
Thoughtful and considered back-of-house spaces demonstrate UGG’s dedication to ensuring a positive experience for their teams’ well-being. Inclusive in this innovative space is a dumbwaiter, which alleviates the need for constant stair navigation, enhancing staff efficiency.
The store includes an interactive presentation of their UGG Renew programme, which functions as a bespoke cleaning service. This service is offered online and through store collection at the new Knightsbridge location.
Product displays highlight UGG’s commitment to purpose, including a pledge to influence the conversion of 1,000,000 acres of conventional grassland to regenerative farmland by 2025. The new Knightsbridge store is targeting LEED certification.