UGG OPENS ‘FEEL HOUSE’ IN LOS ANGELES, A MULTI-SENSORY RETAIL CONCEPT CO-CURATED BY POST MALONE
Launched in April 2022 by Southern California-based brand UGG® (a division of Deckers Brands [NYSE: DECK]), Feel House returns once again as a multi-sensory retail experience dedicated to making self-expression comfortable for all. Merging community, collaboration, product and heritage into one space dedicated to making self-expression comfortable for all, it is where the UGG® brand brings together its collective of multi-hyphenate creatives renowned in fashion, art, music, and culture.
To celebrate the opening of Feel House Los Angeles, UGG® and nine-time diamond-certified GRAMMY® Award-nominated phenomenon Post Malone hosted an exclusive, invite-only event on Saturday, November 16. Notable guests including Anwar Hadid, Alton Mason, Boo Johnson, Akira Akbar, Allison Kane, Hunter Woodhall, Lil Cherry, Larsen Thompson, Reese Cooper, Mario, and more, were treated to a special live performance by Post Malone, set by DJ Odalys, bespoke UGG® product customization by Clint Orms, catering by Craig’s LA, specialty cocktails and beverages by SCHAFFER, and exclusive UGG® Classic Boots in the same custom multi-camo print that UGG® and Post Malone co-created in 2023 for a one-of-a-kind pair he was seen wearing at his soundcheck at Super Bowl LVIII in February 2024.
Open to the public now until November 24 in Los Angeles, California, UGG® invites guests to its newest Feel House, with a special event and space creative co-curated by Post Malone. Encouraging visitors to explore the brand ‘Behind the Seams,’ the activation merges multiple aspects of UGG® into one space.
“We are thrilled to open the doors to our next Feel House, a powerful retail space that expresses the UGG brand’s commitment to delivering products and experiences that make you feel good inside and out,” said Tracy Paoletti, UGG® Vice President & General Manager of North America. “Showcasing creatives, art, and design cues that merge Post Malone’s and the UGG brand’s creative point-of-views, Feel House LA, curated by Post Malone, brings our newest product offering and heritage fan favorites to Los Angeles.”
Located on Melrose Avenue near West Hollywood, Feel House allows guests to immerse themselves in the brand values on a deeper level through programming and brand storytelling in a physical retail space. Focused on art, music, and fashion, the space combines the latest product lines, new and past collaborations, guest customization, and brand education. Visitors are welcomed by the “U” Tunnel, a visually striking entryway that gradually shifts in color and texture, setting the tone for an immersive experience ahead. Feel House offers a Behind the Seams experience that makes guests feel good, inside and out.
- EXCLUSIVE FEEL HOUSE GIVEAWAYS: Guests can receive an array of special Feel House-exclusive items, like a multi-camo UGG® Classic Boot keychain, reusable shopper tote by the creative force behind Post’s highly regarded tour merchandise, Grant Krazer of Cheatinsnakes, eye-catching UGG® sticker sheet, and more—some for free and others for purchase.
- EXCITING & ENGAGING ENTERTAINMENT: Along with an interactive photo booth for guests to scan and share their experience at Feel House, Crazy Taxi, the iconic arcade game personally selected by Post Malone, will also be available for nostalgic entertainment.
- REFRESHMENTS, ON THE (FEEL) HOUSE: Complimentary organic coffee and warm beverages by woman-owned specialty coffee roaster Cafecita, thematic sweets and treats, and soft lounge seating will be available in the Feel House Cozy Café.
- ONE-OF-A-KING CUSTOMIZED UGG® PRODUCT: For a bespoke UGG® product experience only available at Feel House, customization programs will include signature specialties by Clint Orms on Saturday, November 16, and Saturday, November 23, from 10 AM-7 PM and Ana Rodriguez of Somepinkpetal on Sunday, November 17, and Sunday, November 24, from 10 AM-7 PM, with proof of Feel House purchase and while limited supplies last.
- LAST CALL: UGG® fans, new and loyal, will have the opportunity to purchase the freshly launched and already coveted AW24 UGG® collection of footwear, apparel, and outerwear. On Friday, November 22, there will be a last chance to buy the limited-edition AW24 UGG® Gallery Dept. collaboration while supplies last.
- UGG® COLLABORATIONS, A HISTORY: Officially launched in 2017, UGG® has worked with over 25 brands and creatives worldwide. At Feel House, guests can explore a curated selection of the brand’s collaborations that illustrate the bold self-expression at the core of the UGG®
UGG® Feel House
8175 Melrose Avenue
Los Angeles, CA 90046
Hours of Operation:
Friday, November 15: 10 AM-6 PM
Saturday, November 16: 10 AM-3 PM
Sunday, November 17: 10 AM-6 PM
Monday, November 18-Sunday, November 24: 10 AM-7 PM
