Max Mara Celebrates Teddy Coat’s Decade with London’s Fluffy Residence Pop-Up
Max Mara has brought its immersive Fluffy Residence to London’s Covent Garden, in celebration of the 10th anniversary of its iconic Teddy Bear coat. This unique pop-up experience transforms the space into a teddy coat enthusiast’s dream, with every detail, from the Christmas tree decorations to the room interiors, adorned in the brand’s signature fluffy camel fabric.
The Fluffy Residence in London, open until December 26, follows successful stints in Chengdu, China, and Milan, Italy. The installation, inspired by the Teddy Bear coat introduced in 2013 by creative director Ian Griffiths, offers an interactive magic mirror feature, allowing visitors to capture and share their teddy-inspired moments. This series of global activations and installations by Max Mara pays homage to one of its most celebrated designs, drawing in crowds eager to experience and share the plush, festive setting.
