On Thursday evening in Manhattan, stiletto-loving Sarah Jessica Parker traded in her omnipresent heels for a pair of fuzzy loafers. There could only be one possible reason for her rare switch to flats: a visit to the Ugg Feel House was on the cards.
The latest iteration of Ugg’s multi-sensory pop-up has landed in the Meatpacking district, ushered in by a ribbon-cutting party and preview ahead of the weekend. This time around, it’s curated by musician and artist Ferg—a born-and-bred New Yorker. Guests stopped by to peruse the physical manifestation of his take on the Ugg universe, which celebrates the SoCal brand’s connection to culture, creativity, and community.
The bash also served to shine a light on the new Ugg x Sacai fall 2025 collection. Having recently debuted on the runway at Paris Fashion Week, current campaign faces Elsa Hosk and Stefon Diggs gave it the green light by donning thigh-high fuzzy boots from the collaboration.
Across the three-floor emporium, attendees were thrilled to unexpectedly bump into SJP around every corner or indeed Lil Yachty, who was rocking a pair of the brand’s instantly-recognizable classic short boots. Open to the public on West 14th Street through October 28, the ultra-tactile UGG Feel House is an immersive experience and a treat for all six senses, rendered through the Ugg lens.
By 9 p.m. on Thursday, the place was buzzing and the energy was palpable. A photo booth dressed up in wooly UGGplush fabric was proving popular, as platters of goat cheese balls and caviar bites did the rounds. A harpist was also enlisted to serenade the crowd with their smooth and soothing sounds—the perfect musical accompaniment to the feel-good mood.
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