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Max Mara Aspen Pop-Up

Max Mara Illuminates the Holiday Season with Aspen Pop-Up

The dazzling new pop-up boutique made way for a celebratory weekend of VIP events.

Erica Silverman

21 December 2023

Max Mara Re-Opens Aspen Pop-Up in Hotel Jerôme Alongside Dynamic Events

On December 8 in Aspen, famed Italian luxury fashion house Max Mara unveiled a dazzling pop-up boutique within the legendary Aspen Times Printing House at Hotel Jerome, Auberge Resorts Collection, open through January 6, 2024. In celebration of the immersive holiday shop, the maison hosted two vibrant events on December 16 and 17;  the weekend commenced with a lively cocktail party inside the luminous store—attended by the international glitterati—and extended late into the evening at the hotel’s lavish speakeasy: Bad Harriet. The following evening, the distinguished brand co-hosted a sumptuous, private dinner for 60 A-list guests with U Beauty Founder Tina Chen Craig at the newly revitalized AspenX Mountain Club. Additional VIP activations will take place within the pop-up as well as at the renowned Aspen Art Museum

Max Mara Aspen Pop-Up

Courtesy of Max Mara.

The Lush Holiday Boutique Rejoices in the 10th Anniversary of the Max Mara Teddy Coat 

Within Hotel Jerome’s idyllic winter garden, visitors are greeted warmly by a larger than life Max the Teddy ice sculpture, inviting all ages to savor the season with refreshments including hot chocolate and soft pretzels—as well as the brand’s own wondrous ski gondola photo experience. Within the dreamlike pop-up shop, Max Mara rejoices in Teddy Ten, the momentous 10th anniversary of the house’s coveted Teddy Bear coat. The opulent camel hair fabric, now iconic to the brand’s luxurious outerwear collection, graces sculptural furniture and otherworldly fixtures which echo the lush Colorado landscape. 

Max Mara Aspen Pop-Up

Courtesy of Max Mara.

Two Inaugural Teddy Styles Debut as Aspen Pop-Up Exclusives Beside Curated Collections

Sleek LED screens and high-definition projections present the maison’s inspired imagery while clients explore a meticulously curated offering of timeless outerwear, ready-to-wear garments, and cold weather accessories. In special recognition of the brand’s joyous anniversary, two inaugural Teddy styles are debuted. The shop’s exclusive Sparkling Teddy coat, offered in elegant camel or white, is enhanced with a myriad of shimmering crystals—-ideal for chic holiday festivities. Charming Mini Teddy Coats for children ranging from 5-12-years-old are newly displayed alongside coordinating Teddy mittens, hats, and earmuffs. Client advisors straight from Max Mara flagship locations are on hand for luxurious personal styling appointments. 

Max Mara Aspen Pop-Up

Courtesy of Max Mara.

Max Mara Hosts Activations Over Snow Polo Weekend with Co-Host Tina Chen Craig

During Aspen’s jovial Snow Polo weekend, on Saturday, December 16, esteemed guests including Kathy and Nicky Hilton, Jamie Tisch, Aurora Figueras, Ashley Benson, Brandon Davis, Delinfa Blaquier, and Bo McCourt raised a toast to Max Mara within the vivacious pop-up before journeying into Hotel Jerome’s Bad Harriet speakeasy and tasting the singular craft cocktails created by premier mixologists. The celebratory weekend continued on Sunday with co-host Craig as luminaries were ushered within the maison’s bespoke gondolas to the top of Aspen Mountain. In a fantastical dining room, effervescent cocktails and delightful fondue gave way to an unforgettable feast with highlights of winter squash, seared scallops, and braised short ribs, while guests basked in the enchanting Elk Mountain Range and mother nature’s bounty.

Kelly Gores, Kathy Hilton, Jamie Tisch, Nicky Hilton, Tina Craig, and Tina Leung at Bad Harriet and Max Mara Pop-Up, Aspen, CO

Kelly Gores, Kathy Hilton, Jamie Tisch, Nicky Hilton, Tina Craig, and Tina Leung; photo by Jason Sean Weiss/BFA, courtesy of Max Mara.

Max Mara Aspen Pop-Up

Courtesy of Max Mara.

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THE WINTER EXPERIENCE ISSUE
2023

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CCY Architects and Jane Berg talk about the ski-in ski-out home, Wedge House, carefully crafted to speak to an edgy design preference.

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