馥蕾诗fresh 酵你去野・限时茶园

2026年04月17日-2026年04月19日

上海 西岸梦中心

项目预告

项目传播

项目现场

2026年春季，Fresh馥蕾诗以「红茶酵母·春日茶园」沉浸式限时展登陆城市核心商圈，标志着这一LVMH集团旗下天然护肤品牌从"成分叙事"向"场景共情"的体验升级。自1991年创立以来，Fresh便以古源配方与天然成分为品牌基石，而红茶酵母系列作为其科技护肤旗舰线，此次通过空间策展将实验室里的发酵工艺转化为可漫步、可呼吸的春日茶园。

空间设计以"都市茶园"为核心理念，突破传统美妆快闪的装置尺度——1:1还原的茶田实景配合雾感光影与茶香氛围，构建出五感沉浸的秘境；巨型茶树装置与江畔茶席不仅制造高社交传播值的视觉锚点，更将产品源头故事具象为可触摸的自然场景。制作层面，项目巧妙平衡"诗意"与"科学"：红茶酵母实验室以可视化科技展示发酵工艺的抗氧机理，而「酵」醒肌肤互动区则通过免费肌肤测试与产品体验完成从认知到转化的闭环，限定茶饮更以味觉延伸品牌记忆。

这一案例体现了高端护肤品牌在后疫情时代的空间策略转向——不再满足于柜台陈列，而是通过沉浸式自然场景重建消费者与品牌原产地（茶园）的情感连接，为美妆行业的"成分可视化"与"体验沉浸化"提供了可复制的策展范式。

In Spring 2026, Fresh unveiled the "Black Tea Kombucha Spring Garden" immersive pop-up in a prime urban location, marking an experiential evolution for the LVMH-owned natural skincare house from "ingredient storytelling" to "scenic empathy." Since its 1991 founding on ancient recipe traditions and natural ingredients, Fresh has anchored its brand DNA in authenticity; the Black Tea Kombucha collection—its tech-driven skincare flagship—now transforms laboratory fermentation processes into a walkable, breathable spring tea garden through spatial curation.

The design concept centers on "urban tea estate," breaking from conventional beauty pop-up scales. A 1:1 recreated tea field with mist lighting and aromatic ambiance constructs a five-sense immersive sanctuary; oversized tea tree installations and riverside tea seats serve as high-shareability visual anchors while materializing the brand's origin story into tactile natural scenes. Execution-wise, the project elegantly balances "poetry" and "science": the Black Tea Lab visualizes antioxidant mechanisms through fermentation technology displays, while the "Awaken Your Skin" interactive zone completes the awareness-to-conversion loop through complimentary skin diagnostics and product trials, with limited-edition tea beverages extending brand memory through taste.

This activation exemplifies high-end skincare's post-pandemic spatial strategy shift—moving beyond counter displays to rebuild emotional connections between consumers and brand terroir (the tea garden) through immersive natural environments, offering a replicable curatorial paradigm for the beauty industry's "ingredient visualization" and "experience immersion" imperatives.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识