5 min read

Screens enable immersion at the Max Mara pop-up "fluffy residence" experience

Written by
Pavlo Fedykovych
Published on
December 29, 2023
May 29, 2024

2023 has given us lots of exciting pop-up projects from brands. The majority of them featured digital signage as a vital technology. The new Max Mara pop-up is not an exception. The "fluffy residence" experience has screens to create the right atmosphere and promote the brand.


What happened: to celebrate the 10th anniversary of the brand's iconic Teddy Bear coat, Max Maxa has launched a global pop-up campaign that brought the so-called "fluffy residence" to Chengdu, Milan, and London.

The Italian fashion house invited customers to take a peak inside an apartment-reminiscent space where all the interior elements bear the trademark "fluffy" look. It has a bedroom with a bed in the form of a giant teddy bear, a bathroom where the bath is filled with pillows instead of water, and a kitchen where all the appliances are covered in fabric.

For the brand's fans, it's a perfect place to celebrate the things that make Max Mara special. For newcomers, the experience is a great way to be introduced to the company's most popular product and philosophy.

What about the digital signage: Max Mara pop-up makes full use of the screen technology to transport visitors to the fictional Teddy world. There's a "magic mirror" that transforms you into a teddy bear, an ideal selfie-making spot.

But the centerpiece of the digital signage application at Max Mara pop-up experience is the windows into the fictional "city" where everything is covered in Teddy Bear fabric. The displays facilitate full immersion in Max Mara's world and provide a superb interactive element to the whole experience.

Credit: Max Mara
Credit: Max Mara

Max Mara pop-up is yet another example of a fashion brand using the immersive physical digital-signage-powered experience to raise awareness and nail marketing.

Read more about why companies turn to pop-ups and what makes it one of the hottest marketing trends of 2024.

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