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  • DEBORAH BELGUM

Max Mara Celebrates the Holidays With Pop-up Aspen Store

After a successful run last year, Max Mara returns to the Hotel Jerome with its iconic Teddy Bear coat celebrating its 10th anniversary.

Lots of teddy bear fabric adorns Max Mara's holiday pop-up store inside the Hotel Jerome. COURTESY: MAX MARA


Max Mara is schussing into Aspen just in time for the wintery ski season.


The Italian luxury brand is back again this year at the Colorado mountain town with a pop-up shop at the historic Hotel Jerome, housed inside the wing called the Aspen Times Printing House. The brick hotel that fronts Main Street has been a fixture in the former silver mining town and now popular ski resort since it was built in 1889.


The inside of the spacious pop-up, open through Jan. 6, has lots of Teddy Bear coats, the famous outerwear piece celebrating its 10th anniversary. This plush cocoon-cut cover-up made of camel hair is perfect for those Rocky Mountain snow days that can get a tad chilly in a town that sits 7,900 feet above sea level. That same plush camel hair fabric also adorns the furniture and fixtures inside the store. Besides the cover-ups, there is an assortment of seasonal and iconic outerwear as well as a curated selection of ready-to-wear and winter accessories.


To add to the store’s alpine feel, the mountains are brought to life with high-definition projections and LED screens set up around the space. Alpine-shaped walls are draped in the warm toned and rich textured teddy fabric. Two new Teddy styles to celebrate the teddy bear coat’s 10th anniversary are exclusively available at the pop-up boutique.


Outside the store in the winter garden, the Italian clothing company installed a life-size ice sculpture of Max the Teddy, the brand’s unofficial mascot, and a custom-branded ski gondola with a photo activation unit. Nearby, complimentary hot chocolate and hot pretzels are served daily in the hotel’s courtyard.  

The Max Mara outpost is located at 330 East Main Street and open daily from 10 a.m. to 6 p.m.






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