The campaign centres Furly and friends.

Furla has created activations for its stores across Milan Linate, Milan Malpensa and Rome Fiumicino airports, designed to welcome international travellers arriving in Italy during the 2026 Winter Olympic Games period.

The winter-inspired spaces are centred around Furly & Friends – a playful storytelling concept featuring the brand’s teddy bear, Furly, and his companions.

Through 3D animated visuals, bespoke scenography and dynamic in-store elements, the characters are depicted enjoying winter sports activities, from skiing and ice skating to snowy walks.

These installations reinterpret Furla’s signature bear motif within contemporary 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 activations also showcase 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.

The Italian activations showcase a dedicated Winter Sports edit of Furla’s small leather accessories, including wallets, card cases and passport holders.

The bear-led storytelling extends throughout the in-store environment with customised shelf elements across all three airport locations. These are complemented by a hero window podium installation at Milan Malpensa, designed to enhance visibility and engagement during the high-traffic period.

Running from 27 January to 22 February, the activation campaign is being further supported by a GWP offer. Travellers who spend over €250 (US$296) receive an exclusive Furla-branded canvas bag featuring the tagline “Come Play With Us”.

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