芝士岛漫游计划

2026年04月18日-2026年06月07日

上海 虹桥前湾印象城

项目预告

项目现场

2026年4月，上海首届国际芝士节以大型沉浸式萌趣快闪形态登陆核心商圈，标志着"芝士"这一传统食材从餐饮消费向生活方式IP的战略跃迁。由携程联合打造，活动将人宠友好理念植入商业空间，以L1中庭巨型黄色芝士瀑布流心装置为视觉锚点，配合多层芝士小岛主题美陈与慵懒躺平的软萌芝士小狗IP雕塑，构建出被芝士包围的治愈系场域。

空间设计突破传统美食市集的单维陈列逻辑，通过流心装置的强视觉冲击与奶fufu的萌趣造型，精准拿捏Z世代与年轻家庭的打卡需求。制作层面，全球芝士市集汇聚手工奶酪与创意甜品，芝士料理秀与DIY工坊将味觉体验转化为动手参与，而大胃王挑战与人宠互动游戏则制造高频社交内容。这一案例不仅激活了五一节点的线下流量，更以"巨型装置+萌宠IP+全球风味"的三重组合，为商业地产的节日运营提供了"可打卡、可停留、可消费"的沉浸式范本。

During the 2026 April, Shanghai's inaugural International Cheese Festival debuted as a large-scale immersive pop-up, marking a strategic leap for "cheese" from culinary consumption to lifestyle IP. Co-created with Trip.com, the activation embeds pet-friendly concepts into commercial spaces, anchoring the visual narrative on a giant yellow cheese lava installation at the L1 atrium, complemented by multi-floor cheese island-themed décor and laid-back, adorable cheese puppy IP sculptures that construct a healing, cheese-immersed environment.

The spatial design breaks from conventional food market merchandising, leveraging the flowing installation's visual impact and cute aesthetics to precisely capture Gen Z and young families' social media appetites. Execution-wise, the Global Cheese Market gathers artisan cheeses and creative desserts, while cooking shows and DIY workshops convert tasting into hands-on participation, with eating challenges and pet-friendly games generating high-frequency social content. This case not only activated offline traffic during the holiday peak but also offered a replicable immersive benchmark for commercial properties through the triple combination of "giant installations + cute IP + global flavors."

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