Embrace the Teddy Bear charm at Max Mara's Fluffy Residence in London
The London Fluffy Residence. ©Photo: Max Mara

Embrace the Teddy Bear charm at Max Mara’s Fluffy Residence in London

To celebrate the 10th anniversary of the iconic teddy bear coat, Max Mara has transformed London's Covent Garden into a teddy bear-filled wonderland. The Fluffy Residence, an immersive installation, envelops visitors in the coat's signature plush camel fabric, creating a cozy retreat.
December 19, 2023
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Created in 2013 by Ceative director Ian Griffiths, Max Mara‘s iconic Teddy Bear coat, a symbol of timeless elegance and cozy comfort, celebrates its 10th anniversary with another captivating installation, the Fluffy Residence, now open in London’s vibrant Covent Garden neighborhood.

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Embrace the Teddy Bear charm at Max Mara's Fluffy Residence in London
Kitchen and dining room. ©Photo: Max Mara

Entrance to the Fluffy Residence is like entering a dreamscape dedicated to the enduring appeal of the Teddy Bear coat. Every corner of the space is wrapped in the coat’s signature plush camel fabric, transforming the environment into a haven of warmth and softness.

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From the teddy-covered bed frame and kitchen utensils to the artwork, bookshelves and even the walls, the Fluffy Residence immerses visitors in a teddy-filled world. The festive spirit is palpable, with a towering Christmas tree adorned with fluffy baubles and surrounded by fluffy-wrapped presents adding a touch of holiday cheer.

Embrace the Teddy Bear charm at Max Mara's Fluffy Residence in London
Teddy bear frame bed. ©Photo: Max Mara

For an extra touch of magic, a photo booth with a “magic mirror” captures visitors’ images and playfully reimagines them with a teddy bear twist. These transformed selfies become instant keepsakes that capture the unique Fluffy Residence experience.

Embrace the Teddy Bear charm at Max Mara's Fluffy Residence in London
Fluff-wrapped Christmas gifts. ©Photo: Max Mara

The London Fluffy Residence is the latest stop on Teddy‘s 10th anniversary tour, following its successful debut at the IFS Chengdu luxury shopping mall in China and the Portrait Hotel in Milan. Both installations were highly acclaimed, with visitors flocking to experience the plush environment and share their Teddy moments on social media.

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