UGG’s 40th Anniversary
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.
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.
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.
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