Ugg partnered with Shanghai’s Xintiandi to launch “Snowy Slow Walk,” a winter pop-up transforming the area into a seasonal destination. The installation extends Ugg’s brand motifs — plush textures and sunflowers — into decorated alleyways and a luminous pathway. The event includes weekend light shows, artificial snowfall, and limited-edition pastries. A 6,500-sqm light canopy in the adjacent Dongtai area enhances the winter atmosphere. Ugg Asia-Pacific ambassador Song Yuqi and artists including Wang Linkai attended the opening. An interactive route guides visitors through themed zones combining light displays, snacks, and snowfall.