ITALY. Italian fashion accessories house Furla is marking the Winter Olympic Games 2026 with immersive boutique redesigns at Milan Linate, Milan Malpensa and Rome Fiumicino airports.
Running from 27 January to 22 February, the concept combines winter aesthetics, storytelling and a touch of playfulness.
Among the key features at the activations is Furly & Friends, a narrative starring the brand’s teddy bear, Furly and his companions, presented in 3D animated visuals and playful scenography depicting skiing, ice skating and other Winter Games moments.
Designed to welcome international travellers during the Olympics, the installations showcase Furla’s bear motif across winter landscapes, while highlighting the brand’s small leathergoods and seasonal window bears.
The campaign also showcases the Winter Sports collection of small accessories, including wallets, card cases, passport holders and envelopes crafted in leather and decorated with Furly and his friends in snowy scenes.
The in-store concept carries the bear-led storytelling through bespoke shelf elements at all three airport locations, with a window podium installation at Milan Malpensa driving maximum visibility and engagement.
To complete the experience, shoppers spending over €250 receive an exclusive Furla-branded canvas bag emblazoned with the tagline ‘Come Play With Us’. ✈
