百丽「同道朋友放映厅」

2026年09月11日-2026年09月13日

上海 武康路63号

项目预告

项目传播

项目现场

百丽「同道朋友放映厅」限时快闪落地上海网红地标武康路63号，是品牌聚焦年轻化转型、依托明星IP赋能线下场景营销的创新企划，依托网红街区流量属性打破传统鞋履品牌线下门店的单一售卖模式，重塑百丽潮流、温柔的新生代品牌形象。项目整体以电影放映厅为核心创意，统一治愈浅蓝视觉基调，空间造型清新简约且氛围感突出，门头创新打造胶片主题鞋墙，巧妙融合电影胶片元素与品牌鞋履产品，院内专属搭建BELLE MINI CINEMA露天放映区，搭配蓝色休闲躺椅，循环播放品牌代言人张凌赫独家访谈内容，构建沉浸式观影场景。

现场设置互动语音电话亭装置，游客输入密码即可解锁专属语音彩蛋，实现隔空互动体验，展区同步陈列跑道家族全新德训鞋，支持到店试穿体验。活动配套完善的粉丝福利体系，到店打卡可领取限定贴纸，消费可解锁明信片、徽章等周边，满额可抽取明星亲签周边。

项目联动武康路、安福路户外广告全域造势，依托网红街区传播优势与代言人粉丝影响力，打造高热度社交打卡场景，通过粉丝向互动内容撬动自发传播，高效完成新品曝光、年轻客群吸纳与线下消费转化，形成场景体验、粉丝营销与品牌年轻化升级的完整营销闭环。

Belle’s limited-time pop-up “Tongdao Friends Screening Hall” is located at No.63 Wukang Road, Shanghai, a famous Internet-cultural block. As an innovative offline marketing project for the brand’s youthful transformation, it abandons the traditional sales-oriented retail model and reshapes Belle’s trendy and gentle brand image for young consumers. Centered on the core concept of a movie screening hall, the entire space adopts a unified light blue tone with fresh and immersive styling.

The entrance features a creative film-style shoe wall that integrates cinematic elements with footwear products. The courtyard builds an exclusive BELLE MINI CINEMA open-air screening area with blue lounge chairs, continuously broadcasting exclusive interviews of brand spokesperson Zhang Linghe. An interactive voice booth is set up on site, allowing visitors to unlock random voice Easter eggs by entering passwords and obtain an immersive interactive experience. The exhibition area displays the brand’s new runway training shoes with on-site fitting services available. A complete fan benefit system is launched, including limited stickers, postcards, badges and signed souvenirs for offline consumers.

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