For UGG’s SS26 Golden Collection, we created Sunroom – a two-day cultural takeover where music, craft, light, and community unfolded from morning through to late-night performance.
Hosted at Boiler House in East London, Sunroom unfolded through a programme of live music, customisation, food, and collaborative workshops. Instead of a traditional product launch, we created a space that felt social, open, and deeply connected to London’s creative energy.
Inspired by the California sun and the sole that anchors every UGG story, we developed a visual identity shaped by warmth, contrast, and shifting light. Bold reds and yellows ran throughout the experience across environmental graphics, motion design, screens, and digital assets, while soft materials and layered textures balanced the venue’s industrial architecture.
Draping, warm materials, softer textures and bold environmental graphics layered together, contrasting with the venue’s industrial architecture. Visitors took part in cyanotype collage workshops, customisation stations, screen printing, and collaborative music-making spaces, with the product naturally integrated throughout the environment. Nine8 coordinated live performances and community-led programming, while DJ sets and performances from Zara Larsson, Sasha Keable, Reenie, JJESS, and ELLADHC transformed the venue from daytime creative hub into evening cultural destination.
Our ambition was to create something more welcoming and communal than a typical product launch. Music, food, and creativity became tools for bringing people together rather than simply entertaining them. Partnerships with Nine8, Ed Carr, Campari, and Badiani helped embed the experience within London’s wider cultural landscape.
Sunroom was a cultural platform for UGG’s next chapter. Our combination of immersive design with live programming and community-led experiences helped the brand move confidently into summer culture, generating huge demand both inside the venue and across social media.
CLIENT: UGG
WHAT WE DID: STRATEGY, CONCEPT, DESIGN, PRODUCTION
LOCATION: BRICK LANE, LONDON
SEEN IN: DAZED, FASHION NETWORK, CLASH