Where comfort, connection, and community came together
In August 2025, we celebrated the grand reopening of our 1 Utama flagship with a private event that brought together our mall community, business partners, franchisees, media, and influencers. More than just an unveiling, it was our chance to share what we’ve been thoughtfully curating behind the scenes: a bigger, brighter space in the heart of Malaysia’s largest retail destination. This new flagship isn’t just larger, it’s an experience where curated stories unfold through flowing spaces, sensory design, and cosy touches that make every corner feel like home.
Our guests were treated to a guided tour of the immersive new store concept, a space thoughtfully curated to be more than just a shopping destination. With every corner designed to inspire comfort and spark curiosity, the tour offered a first glimpse into how our flagship redefines the way home can be experienced.
The celebration came to life with a curated spread of savoury and sweet light bites, paired with beautifully garnished drinks, creating an atmosphere that felt both relaxed and festive. As guests connected over stories and laughter, a live band set the mood with smooth, jazzy tunes, adding warmth and charm as the perfect backdrop for the celebration.
To add a touch of fun, guests enjoyed snapping unlimited selfies at our photo booth, capturing little moments to remember the day. The excitement didn’t stop there, with a gumball machine dispensing our Dew Bag Charm, making our guests among the very first to get their hands on it before its official launch in stores.
The experience was made even more special with hands-on workshops that brought our philosophy of comfort to life. Guests joined scent journeys led by a certified perfumist, picked up bedlinen styling tips for the perfect night’s rest, and tried their hand at the charming art of weaving, creating Dew Plush–inspired coasters. Each activity turned everyday rituals into little moments of joy, a reminder that home is as much about the experience as it is about the space.
Throughout the event, guests explored little surprises across our new flagship. From pausing at The Cosy Deck to unwind, to embarking on a scent journey at The Scents Bar, each corner was designed to elevate everyday living.
Personalisation stations turned cosy finds into keepsakes, while The Hygge Lounge, complete with a sofa by the fireplace, and our tucked-away Secret Room offered moments of mindful rest and wonder. Blurring the line between retail and retreat, this stays true to HOOGA’s belief that home is not just a place, but a feeling.
This milestone is more than a flagship, it’s a reflection of everything HOOGA stands for: comfort, calm, and the simple pleasures of everyday life. Every detail has been designed to make you feel at home the moment you step inside. We look forward to sharing this journey with you and inviting you to create your own hygge moments within our walls.
Step into our new flagship at 1 Utama and discover what home feels like, reimagined.
