Annual What the Fluff? A Tribute to Union Square Innovation 

What the Fluff? A Tribute to Union Square Innovation returns for a 16th year Wednesday, September 22 through Sunday, September 26. This zany, madcap festival honors the invention of Marshmallow Fluff by Archibald Query in Somerville in 1917 and salutes the spirit of innovation that thrives in Union Square today. 

This year’s theme — Sweet 16: Onward & Fluffward! — stares adulting down like only Somerville can. More than 50 local businesses open their doors – and patios – to lure Fluff lovers to a scrumptiously sticky soiree unlike ever before. Fluff enthusiasts will delight in Fluffalicious Feasts, Flufftastic Fluff Stuff, and frolicking with fellow friends-in-Fluff, making this What the Fluff? the sweetest evah. No FOMO (or street closures) here!

Festival goers discover Fluff-topia as Union Square receives a Marshmallow Makeover featuring interactive artwork from Somerville artist Nathaniel Devarie and playful pop-ups from Union Square-based CultureHouse. 

Local businesses provide a wide variety of themed happenings promising fun for all ages:

• Discover Fluff Fest through a different lens with AR Art Gallery Fluffified by Crane & Turtle and Somerville Media Center

• Boogie down with live performances at The Jungle Community Music Club, Sally O’Brien’s, Union Tavern, and ONCE at Boynton Yards

• Laugh til you’re fluff in the face with The Comedy Studio at Vera’s 

• Find out who dunnit with Juliet’s Mugful of Murder Mystery Dinner

• Cook up Fluff cupcake crafting at Play Union

• Meet the creator of Fluff with Visits with Archie at Himalayan Kitchen, Machu Picchu, and Wagner Florists

• Shop til you drop at Bow Market’s Fluff Night Market

• Innovate, compete, eat and repeat at Somernova’s Fluff Cup

• Oodles of savory and sweet Fluff-inspired dishes, libations, and treats from 50+ Union Square’s eateries, markets, and breweries

• …and many more! 

“Pandemic realities have forced an entirely new format for this cherished community tradition to carry on safely–for a second year. The irony is rather sweet as the festival itself celebrates innovation in Union Square,” said Jessica Eshleman, executive director of Union Square Main Streets. “There won’t be street closures or street vendors. Importantly, this keeps the spotlight on local businesses who are striving to recover from pandemic impacts. With more that 50 independently-owned businesses serving up Fluffy takes on long time favorites, there’s something flufftastic – and uniquely Union – in store for all.”

Eshleman emphasizes that while the pandemic has again spurred a festival reconfiguration, Union Square Main Streets is eager to return to the festival’s traditional format in 2022, or when conditions allow.

The endlessly entertaining What the Fluff? Festival is made possible by the generosity of its sponsors: Somernova, Boynton Yards – A DJL + Leggat McCall Project, Verizon, USQ, CultureHouse, and EventThem.

What the Fluff? is produced by Union Square Main Streets and the Somerville Arts Council as part of the ArtsUnion series with funding from the City of Somerville.

• Date:  Wednesday, September 22 – Sunday, September 26 

• Where: At local businesses throughout Union Square

• Full details: FluffFestival.com

• Cost: Free

Union Square Main Streets

Union Square Main Streets works to strengthen the dynamic neighborhood of businesses and people in Union Square by promoting and celebrating Union’s unique and spirited character, advocating for and assisting local businesses, working to create welcoming public spaces, and fostering connection and collaboration among diverse stakeholders and partners. More information is available at www.unionsquaremain.org.

Somerville Arts Council’s ArtsUnion

Started in 2005, ArtsUnion is an initiative to enhance the cultural economic development of Union Square. ArtsUnion presents events and markets, offers cultural and historical tours, commissions street furniture and public art, and revises zoning to incentivize arts redevelopment. ArtsUnion is funded by the City of Somerville. More information is available at www.somervilleartscouncil.org