Max Mara Fetes Ted Bear Coat tenth Anniversary in Chengdu with Pop-up – WWD

CHENGDU – Feting the tenth anniversary of the Teddy Bear coat, Max Mara this week unveiled The Fluffy Residence, an experiential pop-up, on the luxurious mall IFS Chengdu.

The house reimagined what a house would appear like if all the pieces was wrapped within the coat’s signature fluffy beige cloth, from the kitchen countertop, bookshelves, and flowers to tableware, the mattress with an enormous teddy bear determine sitting on it, and even the lavatory.

It additionally comes with an interactive mirror the place, by a digicam, a digital teddy bear can mimic the actions of the guests.

The placement immediately turned a well-liked vacation spot for the town’s fashion-savvy customers, who queued as much as create content material to add to Chinese language social media platforms like Xiaohongshu, WeChat, and Douyin.

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

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

ZHOUXIAOHUI/Courtesy of Max Mara

On Saturday evening, the model additionally restaged its fall 2023 assortment present within the metropolis with notable attendees resembling Chinese language actress Zhu Zhu, and actor Hou Wenyuan, in addition to representatives from native retail companions like IFS, SKP, Taikoo LI, and in99.

The present got here with a particular showcase of the Teddy Bear coat in numerous colours, reinforcing the mantra of the model’s bestselling merchandise “I used to be, I’m, I will likely be” within the newest marketing campaign that includes Mariacarla Boscono.

A mother-daughter duo closed the present sporting the limited-edition rhinestoned Teddy Bear coat, and the newly launched mini Teddy Bear coat, respectively.

These items at the moment are on sale on the Max Mara flagship retailer at Chengdu IFS, in addition to the Teddy Ten pop-up in New York. They are going to be quickly accessible in chosen Max Mara shops in cities like Tokyo, Milan, London, Hong Kong, Sydney, Dubai, Paris, and Seoul.

After Chengdu, it’s understood that the fluffy dwelling pop-up idea will journey to Europe.

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