Beiruting News

Southern California-based global lifestyle brand UGG® introduces Sunroom, an immersive experience that brings product, culture and community together within a live setting rooted in craftsmanship and self-expression. Connected to the energy of London, it reflects the creative principles at the heart of UGG and its ongoing relationship with creative communities.

Inspired by the sole that anchors every UGG story, the visual identity draws on the California sun as a starting point to explore how light moves through time, shaping contrast and mood.

For Sunroom, Nine8, a London-based music collective working across sound performance and live cultural moments, shaped the experience from concept, guiding tone, rhythm and programming while bringing the space to life through sound and community-led moments. Their involvement supported the live expression of Sunroom, extending across physical space and social storytelling while grounding the experience in London’s grassroots creative energy.

The space officially opened on the 15th with an invite-only evening featuring workshops led by Nine8, alongside a DJ set from Rickinzi. Drinks by Campari were served throughout the evening before a hero live performance by Zara Larsson, followed by a closing DJ set from Reenie. Friends of the brand including Hamish Powell, Sasha Keable and SayNow attended the opening night celebration.

Programming on the 16th will run across the entire day, with a range of activities to explore throughout. Visitors will be able to take part in hands-on workshops including a cyanotype collage lab, accessory customisation using screen print and heat-press techniques, and a collaborative live sound and beat-making studio. DJ JJESS will open the space, followed by a live opening performance shaped by Nine8. As the evening unfolds, Sasha Keable will take the stage, with ELLADHC closing on the decks.

Shaped for Spring Summer 26, Sunroom introduces the UGG Golden Collection within a wider cultural environment, embedding summer product into the space as a natural extension of the brand story. The experience extends UGG into warmer months while offering consumers greater choice through styles designed for everyday wear.

About UGG®

Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, and accessories with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit ugg.com @ugg