An ephemeral experience place was opened, to value the incomparable quality of the UGG sheepskin and reveal the attractiveness of the UGG Australia range for all public.

This tunnel is dark and paved with various materials. You have to enter it with bare feet, in the darkness, and walk from hell to heaven: your feet sense various unpleasant materials until you reach the softness of the sheepskin.

At the end of the tunnel, a photo shoot contest: share your photo on Facebook, get votes and win shoes! This photo studio was also displayed in major partner stores like BHV&Citadium

•Launch Party : 300 guests : journalists from newspaper and fashion, actors & VIP, famous fashion blogger …+ 1,2 million views of the launch video

•Pop up store / Citadium & BHV shop in shop - Shooting animations : + 1000 participants in 10 days

•Facebook App FR :+ 41 049 new fans,1047 photos & 15 758 votes

•Significant media coverage: + 650 000$ in earned media

•Impact on sales growth vs. Y-1 (2011)

+35% sales at "Galeries Lafayette" department stores

+24% sales at "Printemps" department stores

+29% sales on e-commerce website