‘The Fluffy Residence’ Pop-Up by Max Mara

In celebration of the 10th anniversary of their best-selling, Teddy Coat, Max Mara has embarked on a Global Fashion Adventure. Following the huge success in New York and Milan, Teddy’s Fluffy Residence has arrived in London.



🧸 Celebrating their iconic Teddy Coat, @Max Mara launched a fuzzy pop-up experience in @Covent Garden | ‘The Fluffy Residence’ is completely free to visit between 16 – 26 December (closed on Christmas Day) #maxmara #thefluffyresidence #teddycoat #maxmarateddycoat #popuplondon #coventgardenlondon #urbanadventures #londonadventures

♬ Style (Taylor’s Version) – Taylor Swift


The Fluffy Residence


The Fluffy Residence Pop-Up by Max Mara

Photo: Urban Adventurer



Max Mara’s ongoing global celebration of their fluffy Teddy Coat has arrived in London and is free to visit.


The Fluffy residence is an immersive walk-through apartment where from the furniture to the walls, everything is covered with fluffy Teddy fabric.



Max Mara - The Fluffy Residence Pop-Up London

Photo: Urban Adventurer



The imaginary character of a woman who lives in the Teddy Residence is outgoing, has built a career, loves experiencing new things and making new friends while never misses an opportunity to host a cosy dinner with old friends. Everyone who steps into The Fluffy Residence will instantly feel this woman’s positive spirit.


So, what are you waiting for? Go and explore this whimsical dream house filled with tenderness. From the kitchen to the bathroom, even the tiniest details are dressed in Max Mara’s famous Teddy fabric: from the glasses on the kitchen table to the bathroom accessories…


Make sure you try the ‘magic mirror’ that transforms you into your own Teddy alter ego.


The interactive windows of the residence give a dreamy view of an imagined city naturally clad in Teddy fabric.


Hug a giant Teddy Bear in the bedroom and ‘make a fuzzy phone call’ with the Teddy version of an iPhone.


Practical Info


Max Mara - Teddy's Fluffy Residence Pop-Up London

Photo: Urban Adventurer





The Fluffy Residence is installed on the Russel Street side of Covent Garden


Opening Times

Open for 10 days from 16 – 26 December 2023 (closed on Christmas Day)

Open between 10am – 8pm



FREE | Walk-ins accepted, however, you can book a timeslot on Max Mara’s website for fast entry if you wish






Ready for your next adventure? Another famous luxury brand is running a free pop-up in London this Winter. Glossier is celebrating their favourite scent, ‘Glossier You’ which famously smells different on everyone. The multisensory experience lets you experience the fragrance with all five senses. You can also try and purchase the fragrance on the spot along with limited-edition Glossier merch.