Here’s What Went Down During the UGG Feel House Launch at HBX New York

On October 19, UGG commemorated the newest iteration of Feel House, the brand’s multisensory community space that celebrates self-expression at HBX New York. The Lower East Side locale underwent a whimsical winterized makeover to welcome the event series into the store and celebrate the UGGextreme™ collection. Attendees were greeted with an interactive snowy installation—a nod to the ethos of the new line of cold weather essentials, which inspire wearers to brave the elements in style. The experience, which is open to the public through October 26, turns winter into a playground, bringing a sense of joy and fun as the temperatures drop. 

The immersive evening event invited fashion-forward members of our community to dream a good winter—a sentiment derived from the UGGextreme™ offering of footwear and outerwear— and discover the depths of their creativity through the various hands-on moments throughout the store. In between themed small bites and beverages, guests participated in imagination-igniting activities, unlocked by their RFID-activated “ski pass.” The customization station provided the opportunity to personalize UGGextreme™ boots with one-of-a-kind handmade charms by accessories designer Marland Backus. Guests also engaged in friendly competition with the “ski” ball station, receiving action shots of their participation. 

The setting’s lively soundscape was provided by DJ Dylan Ali, a celebrated face in New York nightlife, who kept the energy upbeat with melodic tunes throughout the evening. Familiar faces who marked a memorable appearance included rappers Cardi B and Offset, both dressed and styled in select pieces from the latest UGG collection. Along with the two artists, other guests at the UGG Feel House launch party included Aleali May, Selah Marley, Jess Xu, Emma Rogue, Elyse Fox, Shaobo Han, Alexis Jae, Jerome Parker, Noni Cyngor, Oyinda and Beenslackin.

In the gallery above, see how the UGG Feel House came to life at HBX New York. Be sure to visit the weeklong experience, open to the public from October 20-October 26.

Feel House 

HBX New York

41 Division Street

New York, NY, 10002

Click here to view full gallery at Hypebae