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Max Mara Unveils Fluffy London Residence

To celebrate the 10th anniversary of the Teddy Bear coat, the brand has taken over Covent Garden with a pop-up.

The London Fluffy Residence COURTESY OF MAX MARA.

LONDON — In light of the 10th anniversary of the Max Mara Teddy Bear coat, the brand unveiled another immersive experience of the Fluffy Residence on Saturday night, this time in London’s Covent Garden. 

With Christmas around the corner, the space was festive-ready; cue the Christmas tree decorated in fuzzy baubles, surrounded by fluff-wrapped presents.

The coat-inspired rooms immersed the visitors into a teddy coat lover’s cosmos. Everything on sight, from the teddy bed frame, kitchen utensils, artwork, bookshelves and even the walls — was covered in the brand’s signature fluffy camel fabric. 

Fluff-wrapped Christmas gifts COURTESY OF MAX MARA.

The experience included a magic mirror with a camera that captured visitor’s images and reimagined them with a teddy twist.

The London Fluffy Residence marked the latest stop of Teddy’s 10th anniversary tour and will be open to the public until Dec. 26.

Kitchen and dining room COURTESY OF MAX MARA.

The initiative was launched by Max Mara in the fall, amongst a series of different activations and installations globally, to pay tribute to the Teddy coat’s debut. It was created in 2013 by creative director Ian Griffiths. 

Teddy bear frame bed. COURTESY OF MAX MARA.

The installation was most recently seen in October at the luxury mall IFS Chengdu in China and at Portrait Hotel Milan in November, both of which were a hit with the public, with visitors posing and posting on social media the plush setting.


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