UGG China x Eri Wakiyama
Experiential / Retail Activation
CLIENT
UGG
PROJECT TYPE
Experiential / Retail Activation
PROJECT YEAR
2025
An immersive retail and pop-up experience translating Eri Wakiyama’s illustrated world into a physical, interactive brand environment.
THE GOAL
Create a culturally relevant retail experience that drives foot traffic, engagement, and brand affinity within the Chinese market.
Creative + Art Direction -Led concept development and spatial creative direction across both interior and exterior environments. Defined the translation of a 2D artistic language into a physical experience, guiding the overall visual system and experiential flow.
THE TEAM
the process
Bring a 2D illustrated universe into real space, transforming UGG’s retail environment into a fully immersive, character-driven world.
By collaborating with Eri Wakiyama, the concept bridges art, fashion, and environment — allowing visitors to step inside the narrative rather than observe it.
Designed as a spatial experience system spanning exterior, interior, and interactive touchpoints.
Each zone functions as part of a cohesive world, guiding visitors through moments of discovery, interaction, and capture. The system ensures visual continuity while allowing each space to deliver a distinct experience.
- Storefront acts as a visual entry point into the illustrated world
- Interior spaces translate 2D characters and textures into physical form
- Interactive zones encourage exploration and participation
- Designed for organic content capture and social sharing
- Movement through the space creates a narrative progression
Developed as a retail and pop-up activation designed for high foot traffic and social amplification.
The experience balances physical installation with digital shareability, ensuring each touchpoint is both immersive in-person and visually compelling for online distribution.
The concept was selected and developed into a live retail experience, driving engagement through immersive design and social capture moments.
