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CHENGDU – Feting the 10th anniversary of the Teddy Bear coat, Max Mara this week unveiled The Fluffy Residence, an experiential pop-up, at the luxury mall IFS Chengdu.

The space reimagined what a home would look like if everything was wrapped in the coat’s signature fluffy beige fabric, from the kitchen countertop, bookshelves, and flowers to tableware, the bed with a giant teddy bear figure sitting on it, and even the bathroom.

It also comes with an interactive mirror where, through a camera, a digital teddy bear can mimic the movements of the visitors.

The location instantly became a popular destination for the city’s fashion-savvy consumers, who queued up to create content to upload to Chinese social media platforms like Xiaohongshu, WeChat, and Douyin.

Chinese actress Zhu Zhu, and actor Hou Wenyua at the Fluffy Residence pop-up

Chinese actress Zhu Zhu, and actor Hou Wenyua at the Fluffy Residence pop-up ZHOUXIAOHUI/Courtesy of Max Mara

On Saturday night, the brand also restaged its fall 2023 collection show in the city with notable attendees such as Chinese actress Zhu Zhu, and actor Hou Wenyuan, as well as representatives from local retail partners like IFS, SKP, Taikoo LI, and in99.

The show came with a special showcase of the Teddy Bear coat in various colors, reinforcing the mantra of the brand’s bestselling item “I was, I am, I will be” in the latest campaign featuring Mariacarla Boscono.

A mother-daughter duo closed the show wearing the limited-edition rhinestoned Teddy Bear coat, and the newly introduced mini Teddy Bear coat, respectively.

These pieces are now on sale at the Max Mara flagship store at Chengdu IFS, as well as the Teddy Ten pop-up in New York. They will be soon available in selected Max Mara stores in cities like Tokyo, Milan, London, Hong Kong, Sydney, Dubai, Paris, and Seoul.

After Chengdu, it’s understood that the fluffy home pop-up concept will travel to Europe.