UGG has opened a new store in Williamsburg, bringing its popular boots, apparel and accessories to North Sixth Street alongside a series of customization events and a mural by a Brooklyn-based artist.
The store at 129 N. Sixth St. opened Oct. 28, giving the brand its third New York City retail location. The opening also kicks off several weeks of events, including custom fashion illustrations, boot charms and personalized designs.
Tracy Paoletti, vice president and general manager of UGG North America, said she is excited to curate “a space that feels truly connected to the community.”
“This store represents how we’re evolving our retail experience — bringing together product, creativity, customization and local partnerships to create meaningful connections with consumers.”
A custom fiber mural by Brooklyn-based artist Sarah Zapata is a feature of the new store.Photo by Chrissy Brown
Inside, shoppers will find UGG footwear, clothing and accessories, along with a permanent mural by Brooklyn-based artist Sarah Zapata, a member of the Queer|Art network. The artwork was created specifically for the store and draws on the intersection of craft, individuality and community, according to the company.
The new location is part of UGG’s effort to incorporate local artists and creative partners into its stores rather than offering the same experience at every location.
Customers can also take part in several opening events over the next two weeks.
On Thursday and Friday, Oct. 29 and 30, New York City-based illustrator Yanz will create personalized fashion illustrations for customers making eligible purchases. The first 200 visitors on Oct. 29 will receive a custom UGG tote bag.
From Oct. 30 through Nov. 1, shoppers can build their own candy boxes during a pick-and-mix experience hosted by Slik. On Oct. 31 and Nov. 1, New York City charm studio Haricot Vert will offer boot piercings featuring New York City- and Halloween-inspired charms with the purchase of select UGG Classic styles.
The location will host several customization events, including boot charms and personalized designs.Photo by Chrissy Brown
Another customization event is planned for Nov. 7 and 8, when UGG will partner with Dauphinette to offer laser engraving on select Classic styles. Customers who spend $200 or more will receive complimentary Dauphinette Boot “Flower Chains.”
Shoppers can also receive a limited-edition APOTHEKE candle with purchases of $150 or more, while supplies last. The offer began Oct. 26, and additional customization and loyalty events are planned throughout November.
UGG’s opening campaign includes advertisements on the L train and Citi Bike stations near the Williamsburg store.Photo courtesy of OUTFRONT
The store’s opening has also made its way onto the streets. Since Oct. 19, the L train has featured a four-week advertising campaign with suede-inspired graphics and UGG’s signature Tasman braid detailing. Posters inside the subway cars put a spin on familiar transit announcements, including the line “Stand Clear of the Closing Doors Opening Stores.”
Citi Bike stations surrounding the Williamsburg store have also featured advertisements since Oct. 26.