An immersive installation between creativity and sensory experience
UGG returned to Milano Design Week on April 21 with “UGG Visionaries,” an immersive audiovisual installation transforming the retail space into a true cultural destination, grounded in creativity, community, and sensory experience.
The San Babila flagship store becomes a cultural space
Housed in the new flagship store at Piazza San Babila 5, the project represents a decisive step for the brand toward an active role in the Design Week cultural scene. The initiative transcends the traditional product display approach to create a refined environment built around experience.
Conceived as a dynamic platform, the installation attracted a steady flow of visitors, generating emotional connections and inviting the public to pause, interact, and immerse themselves in a more intimate and engaging dimension.
Twelve vintage screens to tell four creative visions.
The project unfolds through a sculptural composition of twelve vintage 1980s televisions, arranged in a four-column structure. The screens bring to life four Milan-based creatives—Giotto Calendoli, Stella Stone, Naomi Oke, and Cosma Frascina—each embodying a distinctive vision, defined by multidisciplinary approaches.
The protagonists of the project
Giotto Calendoli, founder of Handle With Freedom, creates a universe that intertwines craftsmanship, experimentation, and daily rituals through fashion, objects, and experiences.
Stella Stone, an artist and designer with an international background, moves between set design, installations, and creative direction, creating immersive projects that connect fashion, music, and the visual arts.
Naomi Oke develops a research practice that spans ceramics, perfumery, and textiles, using materials as tools for narrative and exploration.
Cosma Frascina explores materials by combining Southern Italian artisanal traditions with a contemporary language that dialogues between design and art.
A dynamic and ever-evolving visual environment
Each television broadcasts a synchronized yet unique sequence, keeping the installation constantly evolving. The result is a dynamic visual environment, reflecting the fluid and multifaceted nature of contemporary design.
A new way to experience Milan Design Week
Reimagining the retail space as a platform for cultural exchange, “UGG Visionaries” offers an alternative to the frenetic pace of Milan Design Week. The installation creates moments of presence, curiosity, and discovery, inviting visitors to connect with design on a deeper level.
