UGG Knightsbridge

Gensler collaborated with UGG to design their new flagship store in Knightsbridge, London, enhancing their image as a global fashion lifestyle brand with purpose. Building on the brand’s China prototype, Gensler created a European prototype that highlights how UGG makes consumers feel, celebrating its Californian heritage while embracing its identity as a global lifestyle brand.

The Knightsbridge store showcases UGG’s dedication to inclusivity, environmental and material responsibility, and community engagement through innovative design. The space features a flowing, curvilinear layout that promotes tactile comfort and fluid expression, aligning with UGG’s products.

Spread across two floors, the store includes a signature staircase that facilitates a seamless flow and serves as a backdrop for retail displays. The staircase also encourages discovery of the upper floor and features an elevated stage for visual merchandising, digital installations, and local showcases.

The design incorporates European market nuances, using locally sourced materials and a bespoke art installation by Liam Pitchford. Flexible fixtures enable the UGG Visual Experience team to create custom displays, reinforcing the brand’s versatility across footwear, apparel, and accessories. Digital lifestyle graphics and backlit UGG logos add warmth and dynamism.

Back-of-house areas are designed for staff well-being, including a dumbwaiter to reduce stress and enhance efficiency. The store also supports UGG’s environmental commitments through the UGG Renew program, which offers a cleaning service for well-loved UGG shoes.

The store highlights UGG’s purpose-driven products, such as the Regenerate collection made from regenerative agriculture and the ReImagined boot from surplus materials. Aiming for LEED certification, the store supports UGG’s goal of converting 1,000,000 acres to regenerative farmland, which UGG successfully exceeded in February 2024.