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(XINTIANDI)SCHEMATIC21.06.2023AgendaUgg

ExperienceCenterLocation

&

Existing

ConditionsProgram

&

Marketing

AreasCustomer’s

JourneyFa?adeOutdoor

SpaceFa?ade

Views

(day

-

night)Gifts

Vendor

MachineGround

FloorLayoutBrand

Space

(Summer

-

Winter)Interior

ViewsFirst

FloorLayoutSunset

Bay

&

Selling

AreaTree

InstallationHero

CapsulesVertical

ConveyorSecond

FloorLayoutCentral

Space

(Collab,

Community)Care

&

CleanMarketing+ Material

Board+ Sustainability+ Key

FixturesGensler

TeamRichard

ChangStudioDirector,

Project

DirectorMin

ChuTechnical

DirectorAlessandroZuccoloInterior

DesignerSamWang

Senior

Project

DesignerMichael

GreenSenior

DesignerAlberto

PuchettiDesign

DirectorJeremy

LiInterior

DesignerUGG

EXPERIENCE

CENTERBRAND

SPACESELLINGAREAFEELHOUSEOUTDOOR2F1FGFSEASONAL

INSTALLATIONNEW

COLLECTIONSLOUNGE

+

TRY-ONSUNSET

BAYFEEL

HOUSEHERITAGEWORKSHOP

LIBRARYCLASSICSSTORAGE

CONVEYORFITTING

ROOMSProgram

by

LevelWORKSHOPCARE

&

CLEANVIP

SERVICESPRESS

/

KOLSTORAGEVERTICAL

CONNECTION

OUTSIDE

GARDEN

LANE

LOGOCASHIERVENDOR

MACHINEIMMERSIVE

STAIRCASEBRAND

SPACESELLINGAREAFEELHOUSEOUTDOOR2F1FGFSEASONAL

INSTALLATIONFEEL

HOUSEHERITAGEWORKSHOP

LIBRARYMarketing

ProgramWORKSHOPCARE

&

CLEANVIP

SERVICESPRESS

/

KOLSTORAGEVERTICAL

CONNECTION

OUTSIDE

GARDEN

LANE

LOGOCASHIERVENDOR

MACHINEIMMERSIVE

STAIRCASENEW

COLLECTIONSLOUNGE

+

TRY-ONSUNSET

BAYCLASSICSSTORAGE

CONVEYORFITTING

ROOMSCashierOutdoorSpaceBrand

ThemeBrand

Theme12345StaircaseCustomer’s

Journey

(1F)BRAND

SPACE6Ugg

24hCashierOutdoorSpaceBrand

ThemeBrand

Theme12345StaircaseCustomer’s

Journey

(1F)BRAND

SPACE6Ugg

24hSunsetBayFittingRoomsMain

Collection

&Classics1Apparel2346TerraceTo2F7Customer’s

Journey

(2F)SELLING

AREACollabs/

SocialMarketing

&Live

StreamingIcons

Display12Ugg

Renew43Customer’s

Journey

(3F)FEEL

HOUSECollabs/

SocialMarketing

&Live

StreamingIcons

Display12Ugg

Renew43Customer’s

Journey

(3F)FEEL

HOUSEFA?ADEBRAND

WINDOW

&ENTRANCEVERTICALITY

+UGG

IDENTITYFa?ade

StrategyWINDOW

LIGHTINGOutdoor

Space

Modern

Urban#FeelsLikeUggPlace

for

UGGer

congregateMaking

people

self-expression

comfortable

for

all-

SustainableMaterialsFa?ade

View

Modern

UrbanOutdoor

Space

Cali

souls-

Coachella

Music

and

Arts

Festival-

UGG

Fluff

You

CampaignHowUGG

behave?BOLD,

PROVOCATIVE,

and

REAL,

UGG

is

apurpose-driven

brand

for

those

who

refuseto

be

defined

by

convention:

for

those

who

do

things

their

way,

the

only

way.-

Iconic

sign

on

Route

66FUN

/

FREEDOW

/

NON-CONFORMIST

/

BACK

TO

YOUR

ROOTSFa?ade

View

Cali

SoulsUgg

24hVENDOR

MACHINEFlowersPets'

accessoriesHoliday

presents(more…)Ugg

24h

Modern

UrbanUgg

24h

Cali

SoulsGROUND

FLOORA

Flexible

BrandSpace

for

UggLayoutFLOOR

PLANMARKETINGAREASEntranceEntrance

LED

contentMARKETING

CONTENTDecorativedisplay,

contentrelated

to

bigLED112LIGHTBOX2Digital

content

coordinatewith

the

marketing

fixtureof

the

event.Cashier

AreaGround

Floor

LED

contentLED

SCREEN

MARKETING

CONTENTDYNAMIC

LIGHTBOXDigital

content

coordinatewith

the

marketing

fixtureof

the

event.Printed

image

with

dynamic

LED

dotsbehind.2112Pop-up

SpaceGround

Floor

LED

contentDYNAMIC

LIGHTBOXDYNAMIC

LIGHTBOX111Printed

image

with

dynamic

LED

dotsbehind.StaircaseStaircaseStaircaseStaircase

ArtworkARTIST

COLLABORATIONArt

graphics

collaboratedwith

local

artists11Zhang

EnliLiu

WeiFIRST

FLOORThe

Heart

of

Ugg’sLifestyleSelling

AreaSelling

Area

Product

ZoningApparelCollection

+FlexibleCollectionClassicsCollectionFitting

RoomsStorageConveyorStaff

/

IT

/StorageSunset

BaySunset

BaySunset

BaySunset

BaySunset

Bay

LED

contentCONTENT

BY

AGENCYCONTENT

BY

AGENCYDigitalcontentinspired

by

the

California

nature(and

not

only)

throughouteach

season.111Central

InstallationBack-lit

disk

tohighlight

theproductsFrame

around

diskmade

of

fabric,

easy

tobe

changed

for

inevery

seasonRough

and

Shiny

/

Warm

and

ColdAll

the

uniqueness

and

contrasts

of

California’s

vibesT

H

E

C

O

N

T

R

A

S

T

S

O

FC

A

L

I

F

O

R

N

I

ASelling

AreaSelling

AreaSelling

AreaSelling

Area

LED

contentMARKETING

CONTENTContent

reserved

tothe

marketing

team

fordisplay

and

promotionof

media

content.22Hero

CapsulesCustomized

/

limitedpiecesCleaning

packageRaw

materialsProduct

launch- Brand

image

/

heritage- NatureVertical

ConveyorA

unique

systemFrom

the

storage,

directly

to

the

selling

area…Customerswillseetheirpairofshoes

appearing

from

the

ceiling,

carried

by

anautomatic

vertical

conveyor.Vertical

ConveyorA

UNIQUE

SYSTEM2F1FSECOND

FLOORInstallations,

Community,

Products

CareSecondFloorMARKETINGAREASInstallation

AreaCollaborationsInstallationsCommunity

Event

/MarketingFeel

House

CollabFeel

House

LED

conten