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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 to be 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 a large teddy bear determine sitting on it, and even the lavatory.
It additionally comes with an interactive mirror the place, by way of a digicam, a digital teddy bear can mimic the actions of the guests.
The situation immediately grew to become a preferred vacation spot for the town’s fashion-savvy shoppers, who queued as much as create content material to add to Chinese language social media platforms like Xiaohongshu, WeChat, and Douyin.
ZHOUXIAOHUI/Courtesy of Max Mara
On Saturday evening, the model additionally restaged its fall 2023 collection present within the metropolis with notable attendees reminiscent of 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 varied colours, reinforcing the mantra of the model’s bestselling merchandise “I used to be, I’m, I might be” within the newest marketing campaign that includes Mariacarla Boscono.
A mother-daughter duo closed the present carrying the limited-edition rhinestoned Teddy Bear coat, and the newly launched mini Teddy Bear coat, respectively.
These items are actually 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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