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Kids playing on trampoline at Fluff Fest

September 2021, 2022, and 2023

In partnership with Union Square Main Streets, CultureHouse helped transform Union Square into a Fluff-topia for the Fluff Festivals from 2021 to 2023! You can read more about the event here.


CultureHouse’s third Fluff Festival in a row was a rainy but successful day! This time, we included elements from past years with added fresh coats of paint. We revamped the “Welcome to Fluff Fest” signs and built fluffy balloon arches. Cloud characters led the way to the festival, and new feather flags helped people find their way down Somerville Ave.

A crowd of people holding umbrellas move down Somerville Ave. Cornhole sets are on the street and vendors along the sides of the street
In the middle of a closed down street, a white balloon arch sits next to a tall sign that reads "Welcome to Fluff Fest!"
A cloud-shaped sign mounted on a street pole reads "Fluff this way!". The cloud has legs and eyes.


The 2022 Fluff Festival was the first one-day, full-scale festival since the pandemic started. To draw people back to Union Square’s fluffiness, we came up with installations and wayfinding elements. We created a squiggly ground mural, cloud-themed signs, and eight-foot-tall Fluff welcome stands. These fun elements brought an extra level of charm and highlighted the new and nostalgic pieces of this famed festival.

a plaza with white and blue painted lines on the ground. Two people sit on a blue swing.
A line of people wait to take photos with a large Fluff Tub
A chalkboard on a brick wall with the prompt "What do you love most about Union Square?" Various responses are written on the chalkboard with chalk.
A blue cloud-shaped sign on a brick wall with the text "Fluff'n Jam"
A blue map of the Fluff Festival


Our 2021 Fluff activation involved ground murals, Fluff tub photo moment, swing, screen-printed Fluff flags, and our signature trampoline! We provided a space within Union Square for people to enjoy their sweet Fluff treats from local restaurants that participated in the event.

Kids playing on trampoline at Fluff Fest
Union Square sign at Fluff fest
Fluff pennant displayed at a storefront
Fluff flag pennant


Union Square main streets logo