In Pictures: Max Mara opens ‘Fluffy Residence’ installation in Covent Garden

Max Mara has unveiled its new ‘Fluffy Residence’ installation on the Russell Street side of London’s Covent Garden, in celebration of 10 years of the brand’s iconic ‘Teddy Bear Coat’.

Running until 26 December, though not open on Christmas Day, the installation follows previous Fluffy Residences in Chengdu and Milan.

It’s a non-commercial installation, so there are no women’s and kids’ coats available to buy, though they are on show – along with everything else in the ‘residence’ made out of the fluffy Teddy fabric, including a bed, a kitchen sink and a washing machine.

The installation is open to visitors in Covent Garden daily from 10am -8pm, either walking-in or booking online on the Max Mara website.

Described as the "next level Teddy takeover", visitors can take in the views through the interactive windows of Teddy’s "fluffy city" neighbourhood.

The space follows Max Mara’s ‘Teddy Ten’ pop-up in Harrods, which ran for six weeks through October until 14 November 2023. The pop-up offered special-edition products such as the ‘Sparkling Teddy Bear Icon Coat’ in camel and white – adorned with rhinestones.

It also marked the first time Max Mara has introduced the ‘Teddy Bear Icon Coat’ for kids aged 5-12 years old, as well as fluffy Teddy accessories - which were available in a dedicated space on Harrods’ 4th floor.

Since its catwalk debut in 2013 the plush, camel, cocoon-cut cover-up Teddy Coat "has enjoyed the status of icon" – worn by stars of the red carpet as an "expression of playful glamour".