UGG opens large heritage pop-up store in Seoul's Bukchon

Shinsegae International announced Thursday that UGG, which it imports and distributes, will open a large heritage pop-up store in Seoul's Bukchon neighborhood to mark the peak winter season.

Running Friday through Nov. 22, the pop-up is designed as an immersive space where visitors can experience UGG's heritage against the backdrop of Bukchon's traditional streetscape. The venue spans both a hanok and a Western-style building, each offering a distinct experience centered on the brand's signature products.

The hanok section showcases UGG's iconic Classic Boots alongside this season's Heritage Boots. The space also features boots and interior design created in collaboration with printmaker and illustrator Jeon Tae-hyung.

The Western-style building presents new fall-winter 2026 arrivals and the bestselling Tasman line. A tufting installation by artist Damda renders the brand's signature soft texture in three dimensions through yarn. Each room across the first and second floors has been set up as a photo zone with its own distinct concept.

Experiential offerings for on-site visitors include a cafe run in partnership with dessert brand Aufglett, a live DJ performance and a garden lighting ceremony. Visitors who post proof of their visit on SNS will receive a Tasman-shaped bungeoppang, a fish-shaped pastry, as a gift.

A self-wrapping station will cater to year-end gift shoppers. General visitors can also enjoy activities such as writing postcards and decorating printed photo-zone shots. Customers who purchase a boot keyring can use a mini keyring customization service.

UGG is also running a holiday pop-up store in Seongsu-dong through Dec. 30. All customers who make a purchase will receive a "Holiday Shoe Charm" shoe accessory on a first-come, first-served basis.

"As the weather has turned noticeably colder this month, we are seeing a sharp surge in customers seeking out UGG," a Shinsegae International official said. "Through the Bukchon and Seongsu pop-ups, we aim to quickly capture early-season demand and accelerate sales growth throughout the winter peak."