In today’s digital world where innovation quickly becomes outdated and society easily becomes bored, luxury brands have recognized the need to be memorable in order to stay ahead. One way they achieve this is by utilizing revolutionary new tools. Despite these resources being overused, luxury brands like Max Mara continually find new ways to exploit them to create extraordinary experiences.
A striking example of this can be seen in Max Mara’s new pop-up experience in Chengdu, China, at the IFS Heritage Square, called Teddy Furry House. This concept proves that sometimes staying ordinary can actually create something extraordinary. The house was designed to celebrate the 10th anniversary of Max Mara’s Teddy Bear Icon Coat. The installation itself is a designer home with walls in the camel color that is the signature of their iconic coat. Stepping inside the Teddy Furry House offers an experience of the ordinary transformed into something truly remarkable.
The entire interior of the space is covered in plush camel material, from the walls and ceiling to the furniture and floor. This creates a feeling of being enveloped in a giant Teddy Bear Icon Coat, mirroring the luxurious material used in the coat itself. The main focus of this minimalist space is on cocooning, drawing inspiration from Chinese Feng Shui principles to create a peaceful and well-being oriented environment. Max Mara has creatively dressed visitors in their iconic couture piece through an immersive installation that allows them to feel the experience rather than just see it. Through their artistic mastery of implication, Max Mara effectively communicates its message without the need for explanation.
One notable feature of the pop-up is a giant fitting room that allows visitors to skip the exhausting task of undressing, trying on, and getting dressed again. The volume and chicness of the coat are emphasized in the space, with an oversized Teddy Bear featured on the bed. The contemporary design and decor of the Teddy Furry House further highlights the elegance and refined fabric of the coat. The soft wool fibers are palpable throughout the environment, creating a sense of indulging in a bath of softness.
The secret behind the fame of Max Mara’s Teddy Bear Icon Coat lies in its unique and enveloping shape, providing both comfort and a feeling of security. This idea is further accentuated by the presence of the Teddy Bear, a key element in the pop-up’s scenography and the inspiration behind the iconic coat. By taking a straightforward approach, Max Mara effectively creates a parallel between enveloping oneself in their coat and recalling the comfort of a childhood teddy bear. This nostalgic experience brings back memories of that reassuring softness and immerses visitors in the world of Max Mara without the need for virtual reality headsets.
The pop-up also showcases Max Mara’s children’s collection, featuring the Mini Teddy Bear Coat, along with matching mittens and ear muffs. These can be found in the bedroom’s closet alongside the Teddy Bear Icon Coat for mothers. The slogan for the coat’s 10th anniversary, “I was, I am, I will be (Beyond Time),” resonates across generations, symbolizing the timeless appeal of the Teddy Bear Icon Coat.
The Max Mara pop-up demonstrates that their iconic coat is more than just a garment; it is a complete concept. Wearing it promises to reconnect individuals with their inner child and the need for comfort and security that a teddy bear represents. All of these powerful messages are delivered through a seemingly “simple” plush-covered home, a sleeping teddy bear, and cushions in a bathtub. The pop-up experience evokes childhood memories where a stuffed animal was irreplaceable, the one we took everywhere with us and couldn’t be without. Max Mara has successfully positioned their coat as irreplaceable, the one we will take everywhere with us, all without relying on digital efficiency.
The Teddy Bear Icon Coat’s reputation as an iconic garment that is one-of-a-kind has been effectively conveyed through Max Mara’s remarkable installation. It reminds us that there is something special about finding that specific teddy bear or coat, the one that becomes irreplaceable and holds immense sentimental value. The Teddy Furry House experience serves as a powerful reminder of the uniqueness and significance of the Teddy Bear Icon Coat in the world of fashion.
Useful links:
1. Max Mara Official Website
2. Max Mara Store Locator
