UGG | Community activation in the Munich flagship store

Since February 2025, Wilde & Partner has been responsible for the conception and implementation of community activations at the UGG store on Fürstenfelder Straße in Munich. What originally began as short-term event support has now developed into a long-term collaboration as part of a twelve-month retainer agreement with the Australian brand (part of the Deckers Group).

Our service portfolio ranges from high-profile major events, such as the official kick-off of the UGG season or an exclusive Oktoberfest event, to smaller community activities such as a branded coffee bike or a Pride party with DJ, open bar and curated photo exhibition. The aim of the collaboration is to establish the UGG Store as a permanent focal point for creative encounters, community feeling, inclusion and as a safe space in Munich’s city center.

Our work focuses on UGG’s strategically important target groups: the “Culture Creators”, “Culture Changemakers” and “Conscious Brand Heroes”. At the beginning of the collaboration, we carried out a detailed target group analysis to better understand their socio-cultural background, interests and values. On this basis, we develop customized event formats with high relevance and identification potential.

Whether vegan and gluten-free catering to promote food inclusion or add-ons such as a queer photo exhibition and a Tooth-Gem Booth. All elements are curated and tailored to the needs of the community. Every event starts with a comprehensive briefing from UGG, which we use as a basis to select the right format and develop modular event concepts, including add-ons such as personalization stations or interactive booths. Always within the specified budget. Once a graphic briefing has been provided, our in-house creative team takes over the development of all the required visuals: from social assets and print materials such as flyers or fanfolds to the final production and distribution.