This winter, Furla celebrates the spirit of Winter Sports 2026 through creativity, storytelling and a touch of playfulness, transforming its airport boutiques into immersive, winter-inspired spaces.
Across Milan Linate, Milan Malpensa and Rome Fiumicino, Furla brings to life Furly & Friends, a light-hearted narrative starring the brand’s iconic teddy bear, Furly, and his companions. Through 3D animated visuals and playful scenography, the characters are captured enjoying the magic of the winter season – from skiing and ice skating to snowy walks – infusing the travel retail environment with movement, joy and imagination.
Conceived as a warm visual welcome for international travellers arriving in Italy during the Winter Games period, the installations reinterpret Furla’s signature bear motif within dynamic winter landscapes, subtly echoing both the protagonists of the brand’s small leather goods and the bears that traditionally animate Furla’s seasonal windows.
The activation also introduces a dedicated Winter Sports edit of Furla’s small leather accessories, featuring wallets, card cases, passport holders and envelopes crafted in leather and decorated with Furly and his friends during their snowy adventures. A playful yet refined expression of Furla’s craftsmanship and creative spirit.
The bear-led storytelling extends throughout the in-store environment with bespoke shelf elements across all three airport locations, complemented by a standout window podium installation at Milan Malpensa designed to enhance visibility and engagement.
Running from 27 January to 22 February, the activation is further supported by a gift-with-purchase initiative: travellers spending over €250 receive an exclusive Furla-branded canvas bag featuring the tagline “Come Play With Us”.
