Cultural Immersion in Atlanta with UGG

No Noise: UGG Cultural Immersion in Atlanta, Dane and Chari Caston

UGG- Cultural Immersion in Atlanta

As part of an ongoing collaboration with No Noise agency, I led a cultural immersion in Atlanta for the UGG team, designed to deepen their understanding of the city’s creative energy, heritage, and hospitality. Our approach focused on slowing down and listening. We engaged with local voices across music, food, fashion, and community, prioritizing authentic conversations. From intimate dinners to sidewalk storytelling, every interaction reminded our client that cultural strategy works best when it begins with presence, not performance. The experience revealed Atlanta’s true value, not as an emerging hub, but as an already-established mecca of culture. A city that’s not waiting for permission to lead, but has been leading all along. One of my favourite quotes from the experience was “Let people take care of you. Allow them to provide you with a curated experience. That’s what Southern hospitality is all about.” — Kevin Lauren Jr., General Manager at Hattie B’s Moreland. This project affirmed that great strategy starts with humility, and that places like Atlanta don’t just deserve recognition. They define it.