It’s just a week until Christmas and officially time for your last-minute shopping. But we all know that sometimes the rush of central London shopping calls for a much-needed break, and surprisingly, it's the Italian luxury fashion house Max Mara providing the cosiest way to chill. The new hideaway in the heart of Covent GardenThe Fluffy Residence is perhaps not quite a hidden space, given its prominent furry walled pop-up installation smack in the centre of all the hustle and bustle of London's busiest piazza.


Celebrating the Teddy Coat's 10th birthday this year, Max Mara's camel-coloured, cocoon-cut coat quickly became an icon with its bear-like silhouette (you can read all about the anniversary here!). Much like Paddington Bear, the Max Mara Teddy Coat is embarking on what the brand is calling a “Global Fashion Adventure,” and London is its latest destination. The Fluffy Residence's globetrotting autumn tour has already made stops in Chengdu, China, Milan and New York, welcoming visitors with open arms (it's free, you can either book a timed space online or try to show up with a short wait) and guaranteed snuggles.

The pop-up is complete with furry, teddy bear fabric-clad walls, as well as all its furnishings – from kitchen appliances and groceries to a Teddy bathtub with an obligatory jade roller and scented candle nearby (for added relaxation) – and even a giant teddy bear-shaped bed that you can cosy up in, with a wardrobe full of Teddy coats. Yes, it's the perfect Instagram spot for all of you needing to get your "content" fix, but more than that, it's a space that delights in a grey, dark early evening season that might need a helpful pick-me-up.


Open until December 26th, between 10 am and 8 pm, The Fluffy Residence promises to be the antidote to pounding the pavement for presents this festive season.

Discover more at maxmara.com...
Or shop the limited edition 10th Anniversary Teddy Coat capsule collection below and take some of that cushy energy home with you…