The new store, which is located in the extremely central location of Piazza della Repubblica in Florence, is played off glass, wood, and metal, taking its colours and themes from the FW19#UGGLIFE collection, alongside a striking folding glass wall, wooden bookshelves and furnishings in sky blue. The perfect setting for highlighting the features of the UGG collection, which manages to recreate the same concept of warmth and welcoming comfort present in its models.
At the premiere, many influencers and friends of the brand took the opportunity to personalise their favourite UGG models with their initials stitched onto them in coloured thread.