Max Mara's Celebratory 'Fluffy Residence' Lands In Covent Garden

Since its catwalk debut in 2013, Max Mara's plush, camel, cocoon-style Teddy Coat has become a staple for the Italian brand. It's an investment piece, made for life and to be handed down through generations. Honouring its iconic, mascot-like status on the coat's 10th birthday, Max Mara have brought their globe-trotting 'Fluffy Residence' to Covent Garden, making sure fluffy-seeking Londoners won't miss out on the coat's global adventure.

Described by Max Mara as a 'whimsical haven', the fluffy pop-up has been on somewhat of an international tour this winter, first appearing in Chengdu and Milan before welcoming visitors in the British capital. An oasis in the bustle of last minute Christmas shopping, entering the pop-up is similar to putting on a Max Mara Teddy coat - inviting and reassuring.

The Fluffy Residence is open to visitors In Covent Garden's Russell Street side until Tuesday 26 December, from 10:00-20:00 and can be booked online at maxmara.com.