What do ASAP Ferg, Sarah Jessica Parker, Lil Yachty , Stefon Diggs, Aweng Chuol, and Elsa Hosk have in common? They all stopped in at Ugg’s multisensory pop-up over the weekend.

Now in its fourth year, Ugg Feel House was open to the public in New York City’s Meatpacking District from Oct. 24 to 28. And for Ugg’s vice-president of marketing, Carole Diarra, it’s more than a tactile IRL experience, it’s a “pinnacle expression of the Ugg brand.”

“We want to invite people into the Ugg universe to a celebration of our community and of how we see ourselves showing up in culture and in the world today,” she said.

Having toured in places including Los Angeles, Chengdu in China, and Seoul since 2021, Ugg Feel House’s most recent NYC opening marks the third time the pop-up has landed in the city

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