SEAM has completed lighting design for UGG’s new flagship store in Munich, developed in collaboration with Gensler.
The project represents the first European realisation of a new retail concept for the brand, establishing a spatial language defined by openness, tactility, and visual calm. Lighting was developed as a key component of this framework, shaping how customers move through the store while reinforcing the relaxed and welcoming character associated with UGG.
Particular attention was given to the presentation of the brand’s signature sheepskin products. Carefully selected light sources enhance texture and colour authenticity, allowing material qualities to remain expressive under varying retail conditions.
The Munich flagship sets a reference point for future locations, demonstrating how considered lighting integration can support the evolution of brand identity while maintaining clarity and consistency in the customer environment.
