Max Mara to open Covent Garden installation for Teddy Bear coat

By

Sandra Halliday

Published
December 12, 2023

As part of its ongoing celebration of its best-selling Teddy Bear coat’s 10th anniversary, Max Mara is taking what it calls The Fluffy Residence on a global tour and it’s being installed in London’s Covent Garden from 16-26 December.

The plush, camel, cocoon-cut coat has become an ongoing star item for Max Mara and The Fluffy Residence aims to support its icon status, being “a whimsical haven, crafted with tenderness and soft contours” where consumers can “leave behind the hectic realities of your daily lives and submerge yourselves in a place completely made in Teddy fabric”.

So far The Fluffy Residence has been seen in Chengdu and Milan and it will be on the Russell Street side of Covent Garden for 10 days, open between 10:00 and 20:00 (although it will be closed on Christmas Day). As well as being a drop-in experience, visits can be booked on the Max Mara website for “fast access”.

Back in October and November, Max Mara also celebrated the coat’s anniversary with a Teddy Ten pop-up in luxury London department store Harrods.

That allowed customers to purchase special-edition products such as the Sparkling Teddy Bear Icon Coat in Camel and White, adorned with rhinestones. And for the first time Max Mara introduced the Teddy Bear Icon Coat for Kids aged 5-12, along with kids’ fluffy Teddy accessories.