UGG Xintiandi Flagship Store

The new UGG Xintiandi flagship in Shanghai, designed in collaboration by Gensler and Deckers, is an immersive experience retail space centered on community and brand building that brings UGG’s California values into the heart of Shanghai.

Gensler’s retail design strategy is centered on a series of integrated, flexible spaces that can be taken over to showcase the fashion company’s creative collaborations and seasonal collections. Spread across three floors, the 900-square-meter flagship store is divided into unique aspects of the brand identity and lifestyle. With screens displayed around the store, digital content expresses the California sky as it changes from day to night and throughout the four seasons, inviting shoppers to immerse themselves in the UGG brand story and culture.

From the store floor to fixtures and display units, UGG’s commitment to sustainability is evident. The flagship utilizes sustainable materials, aligning with the brand’s ethos of responsibility and environmental awareness. Display tables are constructed with recycled cardboard sheets; smaller podiums are designed with a cork base, while the top layer can be replaced seasonally; flooring and display units are composed of terrazzo with recycled marble. The store interior features a muted color palette to maintain focus on product rotations and visual merchandising.