The Fluffy Residence : an extraordinary pop-up

To mark the 10th anniversary of Max Mara's Teddy Bear Icon Coat, the luxury house has come up with an innovative idea : a new pop-up "The Fluffy Residence". A design installation currently located in China, in Chengdu IFS Heritage Square, in the colors of the brand's flagship creation.

Originality is the order of the day, with a plush interior and out-of-the-ordinary decoration that makes you think you're immersed in the coat.

A giant Teddy Bear Icon, wouldn't you say ?

The atmosphere is very "cocooning", the kind of dreamy installation that can be found on Pinterest. A space inspired by Feng Shui : a Chinese method of harmonizing the environmental energy of a place so as to enhance the health, well-being and prosperity of its inhabitants.

The designer's flagship room becomes a habitat where all the references of the creation can be found: you don't wear the coat anymore, you feel it !

Everything is fluffy and reminiscent of the famous Teddy Bear Coat !

It's an original way to discover or rediscover one of the brand's best-known creations, and a fun and cheerful way to dress up in this best-selling coat.

A huge Teddy Bear at the head of the bed puts you right in the bath and can bring out your childlike side, a mix between childhood and the main message : The chic coat with its imposing volume.

The link between the architecture and the coat can be felt in the contemporary design decor, which reflects the chic aspect of the room, and the "moumoute" on the walls echoes the wool of the garment. In the bathroom, a bathtub filled with cushions emphasizes the softness of the coat.

It's a coat that envelops you in softness and comfort, all the emotions you'd expect from cuddling a teddy bear.

And things aren't done by halves: behind the windows, animated teddy bears stroll through the city, and the trees are all fluffy. Being comfy and chic while reviving childhood memories is the theme in this haven of tenderness.

This event is an excellent way to showcase the Teddy Bear Coat children's range, followed by its mittens and earmuffs, which can be found tucked away in the bedroom dressing room along with the Teddy Bear Coat women's range.

In this house, every detail counts and echoes the brand's coveted piece. It's an opportunity to fall back into childhood and become attached to this garment which, through this house, shows us that it has a history and that it doesn't stop at its primary use. It's the coat you take everywhere, and it's, of course, irreplaceable.

But it's much more than that: it's the teddy bear with a story that you don't want to let go of.

The next Fluffy Residence opens its doors in Milan from November 11 to 18. At Portrait Milano, Corso Venezia, 11, you'll have the chance to dive into Teddy's world and discover a dimension beyond fashion.

"I was, I am, I will be", Max Mara