UGG’s 40th Anniversary

OVERVIEW

For UGG’s 40th anniversary, we wanted to create an event that truly celebrated how the brand has impacted fashion, culture, and lifestyle, while incorporating the talents of its many friends and supporters. As iconic and widely known as UGG, LA’s Chateau Marmont was the perfect partner to bring this vision to life in an unforgettable way.

Inspired by UGG’s 40th anniversary campaign imagery, we extended the life of the campaign by creating a larger than life 66ft floor-to-ceiling entrance moment. This highly immersive ‘step-and-repeat’ led guests over the storied driveway as they ‘walked on water’ into the event. The illusion also included brightly-colored archways in vibrant colors and geometric shapes displayed throughout.

unnamed

Inside, we collaborated with UGG’s creative partners on innovative ways to display their work. For Gianni Lee, we created a light-up customization station where he hand-drew 1-1 UGGs onsite. We ideated and built a custom neon archway, in which activist Cleo Wade recited poetry. For digital avatar lil Miquela, we brought her to life in a digital photo booth moment where she appeared with guests in the photo booth. In addition, a TV installation highlighting the brand’s historic moments kept UGG’s story and identity grounded over the course of this visually captivating, otherworldly event.

UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
IMG_3327-2
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont

With a stellar entertainment line-up featuring artist H.E.R, Heron Preston, and Simi Haze, the event made over 20 million impressions including coverage by everyone from Just Jared to E! News to V Magazine.

nlyGUKmfhnax_960-1
UGG Celebrates 40 Years at Chateau Marmont
JustineSkye2-1
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
UGG Celebrates 40 Years at Chateau Marmont
Screen-Shot-2023-04-16-at-12.05.41-PM
2018-10-05-13_36_36.432
UGG Celebrates 40 Years at Chateau Marmont
uggs_kaplan_shoe
uggs_gianni_shoe_2-1
chateau-copy

MEDIA IMPRESSIONS

 

50M+

ATTENDEES

 

400

RESPONSIBILITIES

 

Experiential Identity
3D Design
Production & Custom Fabrication
Interactive Installations

Selected Works

Art Basel 2022Project type

Hypebeast 100Project type

Pax Content ShootProject type

Athena ClubProject type

Alo YogaProject type

LinkTreeProject type

Route AppProject type

Hypno x BAYCProject type

ExtraProject type

Harley-DavidsonProject type

Kat BurkiProject type

SunwinkProject type

NikeProject type

V Magazine HouseProject type

SnapchatProject type

Kylie CosmeticsProject type

GymsharkProject type

Try QuinnProject type

Rare BeautyProject type

Soho HouseProject type

Levi’sProject type

Impossible FoodsProject type

© 2020 Nice Creative Inc

DESIGNED BY A:STUDIOS