The Brief

When Iconic footwear brand UGG decided to launch their new UK flagship store in Knightsbridge, London, they knew a bespoke fit-out was essential in creating a unique brand experience. Working alongside global designers Gensler and retail giants Deckers Brands, our team were chosen as the retail fit out contractors, tasked with bringing the new UGG retail vision to life. 

The site of UGG’s flagship store was in a new development on Brompton Road in Knightsbridge, London. The goal was to transform three floors across 6,000 sq ft, all the way from the basement stock room across  two floors of innovative retail experience.

What we did 

This project combined key design elements to establish an innovative brand experience that would effectively showcase UGG’s products whilst immersing customers in a bespoke retail interior. There were a number of key stages that brought our approach to life:

Structural:

The project began with the development and implementation of substantial structural work that would allow all three floors to be seamlessly linked together. By constructing a passenger lift shaft, stock delivery lift, as well as opening up the ground floor to the first floor, the foundational elements of the store began to take shape. Having opened up the ground and first floor, we were then able to prepare for the addition of the customer levels staircase.

Staircase:

One of the central elements of the store was an entirely bespoke staircase, boasting an impressive glass balustrade and custom handrail. This focal point was designed with the curved theme that was continued throughout, in mind; The sweeping curves of the staircase were mirrored effortlessly across the store within the design of both the floors and ceilings, as well as product display units and accompanying furniture. The staircase was an essential element that would allow customers to seamlessly interact with all levels of the store, without breaking from the store’s brand experience.

Dry Lining:

The design demanded curved preformed arches and ceiling sections that were cast off site, so that they were ready to integrate into the dry lining within the building. Once again, the importance of following the lines of the bespoke staircase were at the forefront of the design process for these dry lining assets, to make certain that the interior theme remained consistent across every detail.

Finishes:

An additional consideration that amplified the coherent theme was the decision to use Armourcoat polished plaster walls. This interesting material effectively added character, having been applied to large areas of the retail space to enhance the finish of what otherwise would have been plain painted walls. To compliment this finish, large porcelain tiles with an incredibly realistic concrete effect were laid as flooring using two different finishes, adhering to the curves and contours of the store’s design.

Mechanical:

As retail fit out contractors we faced a unique challenge when installing the smoke extraction system to aid safe evacuation in the event of a fire. Due to the location of the store falling directly above the London Underground, egress routes for the ductwork that laid within the basement were exceptionally limited. A unique and creative approach had to be considered so that the ductwork could be installed safely and correctly. 

Furthermore, a complete mechanical heating and ventilation system had to be designed to not only be installed properly, but also had to integrate seamlessly with the Landlords services. While these elements are not a visible addition to the brand experience, they play a key role in the safety and comfort in the customer's retail journey throughout the store.

The result

We closely followed the store’s curvature aesthetic set by the designers to create an effective and bespoke retail experience for UGG’s Knightbridge flagship store. As the project’s retail fit out contractors, we successfully implemented sweeping curves within every detail of the store, which was often technically challenging. The commitment to the design maintains the brand experience throughout, even when moving between floors. 

The project resulted in successfully blending UGG’s signature cosy aesthetic with the luxury expectations of the Knightsbridge location. By incorporating natural materials and finishes, warm lighting and modern design elements to create a welcoming, yet sophisticated, shopping environment that elevates the brand.

Get in touch

Are you looking to enhance your retail space? Talk to one of our experts today to discover how our experienced retail fit out contractors  can transform your vision into reality. Our team is ready to bring their expertise to your next retail interior fit out project.