Ugg is launching a takeover of the Atrium at Galeries Lafayette Champs-Élysées during Paris Fashion Week. The brand will host a pop up at the department store starting Wednesday to celebrate its heritage.
Through the “Curated Icons” pop up, the Southern California-based brand will feature its most iconic designs and immerse fans into the Ugg world through a multi-sensory playground showcasing the heritage and craftsmanship of their footwear coming to life through touch, sight, and imagination.
Consumers are invited to join hands-on workshops to create their own key ring using charms, beads, or leather pieces, capture the moment in a curated photobooth, and engage with the space through the interactive design photo wall featuring an oversized coat. Workshop spaces are limited so the brand encourages sign-ups ahead of time.
Fans of the brand are also invited to celebrate the opening at an event on Thursday between 6 p.m. and 9 p.m., when the brand will be serving food and drinks, music by Leo Pol, and limited gift bags to the first 100 attendees. The pop-up will run until Oct. 20.
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Ugg recently revealed its 2025 campaign called “Iconic From the First Step,” with Elsa Hosk, Stefon Diggs, Central Cee, and Sarah Jessica Parker as the campaign’s stars. The video for the campaign travels from Venice Beach, Calif., to Paris to document the journey of the brand with the help of director Gia Coppola.
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In July, the brand partnered with Gray’s Papaya, New York’s famous hot dog stand, to promote the return of its viral Mustard Seed colorway that arrived in a new silhouette. Ugg and Gray’s Papaya handed out free hot dogs at some of the fast food eatery’s NYC locations.