Forever Fluff: Somerville Celebrating 20 Years of What the Fluff? Festival

Somerville’s Fluff Fest is turning 20, and all are invited to  celebrate the famous treat in Union Square on Saturday, September 20, 2025, from 2 to 6 p.m. (rain date: Sunday, September 21). This year’s milestone theme, Forever Fluff: 20 Years of Sticky, Sweet Somerville, marks two decades of celebrating the invention of Marshmallow Fluff in Union Square with zany games, music, fluff-filled snacks, and more. 

“Only in Somerville could marshmallow Fluff inspire two decades of music, art, and sticky, sweet fun,” said Mayor Katjana Ballantyne. “It’s a reminder that celebration, creativity, and connection – as well as fearless abandon when it comes to over-the-top fluff games -- are at the heart of who we are as a city.” 

Since its debut in 2005, What the Fluff? has grown into one of Somerville’s most beloved and quirkiest annual traditions, drawing thousands of residents, visitors, artists, businesses, and community organizations. From Fluff-themed weddings to creative tattoos and games, the festival has inspired countless memories over the years. 

This year’s 20th anniversary will feature: 

• Live music and performances
• Fluff-inspired food from local vendors
• Family-friendly (and sometimes sticky) games and activities
• Local businesses and artisan vendors showcasing Somerville’s creative spirit 

“Twenty years of Fluff Fest is so much more than just a sweet, rocking good time – it celebrates what makes Somerville unique,” said Jessica Eshleman, Executive Director of Union Square Main Streets. “Innovation, the arts, small businesses, and strong community connections are what make Union Square, recently named the 38th coolest neighborhood in the world, the place to be on September 20.” 

What the Fluff? is co-produced by Union Square Main Streets and the City of Somerville Arts Council as part of the City’s ArtsUnion initiative to support cultural economic development in Union Square. 

Road Closures and Parking Restrictions 

• Somerville Avenue (School St. to Warren Ave., Union Square)
  • Closed to all traffic: 11 a.m.–8 p.m.
  • No parking: 10 a.m.–8 p.m.
• Quincy St., Church St., and Bow St. will operate as two-way between Summer St. and Somerville Ave. from 11 a.m.–8 p.m. to allow abutter access.
• Hawkins St. will operate as two-way from Lake St. to Washington St. from 11 a.m.–8 p.m. to allow abutter access.
• MBTA buses will be rerouted from 11 a.m.–8 p.m. For updated stop locations, visit MBTA.com. 

For more information, visit flufffestival.com. 

Persons with disabilities who need auxiliary aids and services for effective communication (i.e., CART, ASL), written materials in alternative formats, or reasonable modifications in policies and procedures to access the programs, activities, and meetings of the City of Somerville should please contact Adrienne Pomeroy in advance at 617-625-6600 x 2059 or apomeroy@somervillema.gov.   

The City of Somerville can provide you with an interpreter in your language for free. To request an interpreter, please contact us at languageaccess@somervillema.gov or call 311 (617-666-3311) at least 7 days in advance of this event.