Summer of Ugg
Helping Ugg take a big step into summer.
Client: Ugg
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Originally known for their iconic boots, Ugg were moving into the summer market and looking to launch a new range of candy-coloured wedges, clogs and flip-flops to a British audience.
With kick-off events at three major UK shopping areas, Ugg needed to make a splash. Working alongside an experiential agency, I created a brand identity influenced by the British seaside, and helped to translate this into the set design for the experiences.
The focal point of the experiences was a giant prize wheel, offering the public a chance to win ice-creams, UGG merchandise, and one special prize of an all-expenses paid spa weekend. The minimalist seascape backdrop set the scene, with bunting, windbreakers and polaroid photography all adding to the beach atmosphere.
After a successful debut at Covent Garden, the Ugg experience moved on to Westfield and the Birmingham Bullring. It also continued online through a matching prize-wheel microsite, marking the beginning of the Summer of UGG.
