Sarah Jessica Parker, Elsa Hosk, and Friends Hotfooted it to the Ugg Feel House Pop-up in NYC

On Thursday evening in Manhattan, stiletto-loving Sarah Jessica Parker traded in her omnipresent heels for a pair of fuzzy loafers. There could only be one possible reason for her rare switch to flats: a visit to the Ugg Feel House was on the cards.

The latest iteration of Ugg s multi-sensory pop-up has landed in the Meatpacking district, ushered in by a ribbon-cutting party and preview ahead of the weekend. This time around, it s curated by musician and artist Ferg—a born-and-bred New Yorker. Guests stopped by to peruse the physical manifestation of his take on the Ugg universe, which celebrates the SoCal brand s connection to culture, creativity, and community.

The bash also served to shine a light on the new Ugg x Sacai fall 2025 collection. Having recently debuted on the runway at Paris Fashion Week, current campaign faces Elsa Hosk and Stefon Diggs gave it the green light by donning thigh-high fuzzy boots from the collaboration.

Across the three-floor emporium, attendees were thrilled to unexpectedly bump into SJP around every corner or indeed Lil Yachty, who was rocking a pair of the brand s instantly-recognizable classic short boots. Open to the public on West 14th Street through October 28, the ultra-tactile UGG Feel House is an immersive experience and a treat for all six senses, rendered through the Ugg lens.

By 9 p.m. on Thursday, the place was buzzing and the energy was palpable. A photo booth dressed up in wooly UGGplush fabric was proving popular, as platters of goat cheese balls and caviar bites did the rounds. A harpist was also enlisted to serenade the crowd with their smooth and soothing sounds—the perfect musical accompaniment to the feel-good mood.