December 18, 2023 |
Everyone’s inner child loves a good ole’ teddy bear – and doesn’t Max Mara know it. Celebrating the 10th anniversary of creative director Ian Griffiths’ iconic Teddy Bear coat, the Italian fashion house has marked the occasion by opening the Fluffy Residence – an immersive experience guaranteed to make you feel all warm and fuzzy. Located in the heart of Covent Garden, the residence takes form as an apartment covered floor-to-ceiling in Teddy fabric.
Nodding to the lifestyle of a woman with an aptitude for contemporary design, the installation perfectly parallels the intersection between comfort and style held by the cocoon-cut coat.
Smothered in its signature camel colourway, the apartment is easy on the eyes as well as soft to the touch. No detail has been spared, with geometric art, flowers, table settings and a large square bath all inside the space and ready for stroking. In keeping with the city’s festive spirit, a life-size Christmas tree decorated with fairy lights sits twinkling in the living room. A magic mirror has been installed where a digitised Teddy will reflect the movements of each onlooker and scenes of a fluffy city can be seen through interactive windows.
Not one to do things by half, the brand has also introduced a special edition range of Teddy-inspired items. Available to purchase from Harrods, teddy-covered mittens, ear muffs and hats are on offer for all those looking to beat the winter cold.
Having already stopped off in Chengdu and Milan, London is the last stop on Teddy’s world tour and is open to the public from December 16 to 26, with a break on Christmas day. Cozy, comfy and wonderfully huggable, the apartment is open to the public from 10am to 8pm and reservations for fast access can be made via the brand’s website here.
Photography courtesy of Max Mara
