December 8, 2019
Powder pups stay warm in a Max-Bone puffer jacket.
Max-Bone’s winter pop-up store ups the ante on luxury pet products.
Why should humans be the only ones to embrace over-the-top extravagance this winter in Aspen? Thanks to the opening of the Max-Bone concept store on the Cooper Avenue mall, pups can indulge too. Limited-edition Swarovski crystal collars, sweaters embroidered with “Après Ski,” quilted harnesses, and—wait for it—puppy puffer jackets all will be available in the space, set to be open through March. Want to make sure your furry friend never gets lost? There will be on-site leather personalization for leashes and collars.
Max-Bone CEO and founder Parisa Fowles-Pazdro calls the space a “chalet gallery.” The cozy, winter atmosphere comes complete with a sitting area with a sofa, blankets and games including playing cards and a chessboard. Owners can also get in on the fun thanks to a s’mores and espresso bar, a skiing-dog photo booth and a claw machine that fishes out Max-Bone merch (think plush toys, poop bags and rubber balls). “People don’t go to our retail stores just for shopping but to spend time and interact with the brand,” she says. “With that in mind, we’ve turned the Aspen space into a destination where people can visit us for coffee or hot cocoa, play cards, take pictures with their dogs and have fun while shopping.”
Monthly activations round out Max-Bone’s creative take on pet retail, including January’s Max Games, which coincides with X Games and sends dogs through obstacle courses that test agility. Just when you thought Aspen excess had hit its peak. 434 E. Cooper Ave.
Photography by: Courtesy of Max-Bone