霸王茶姬春日会友集

2026年04月30日-2026年05月02日

上海 SOF GARDEN

项目预告

项目现场

2026年4月30日至5月2日，潮流媒体NOWRE携手新茶饮品牌霸王茶姬于上海SOF GARDEN打造「春日会友集」，标志着潮流文化与传统茶饮从线上内容共创向线下街区场景的深度延伸。项目以「以茶为媒，以花为景」为叙事核心，将上海老洋房的历史肌理与春日花卉的鲜活意象进行空间缝合。

空间设计层面，项目以淡彩水彩手绘融合新艺术装饰风格，以上海白玉兰、海棠、二月兰为灵感构建清新雅致的花境场域。繁花入口门头与春日花境通道形成高辨识度的视觉锚点，将穿行体验转化为花海漫游；东方茶歇区以原木茶台与竹编器皿营造清雅茶文化氛围，循环市集区通过跨领域博主二手市集激活可持续生活方式，DIY手作区则以扭扭棒花朵Workshop与专属PIN制作将参与感转化为可带走的手作记忆。

此次快闪不仅是品牌联名的营销事件，更是「潮流+茶饮+可持续」三维融合的场景实验——通过将老洋房空间重构为可休憩、可交换、可创作的春日社交容器，为潮流媒体与新消费品牌如何以街区为媒介重建线下情感连接，提供了极具生活气息的跨界范本。

From April 30 to May 2, 2026, trend media platform NOWRE partnered with new-tea brand Chagee to launch the "Spring Gathering" at Shanghai's SOF GARDEN, marking a deep extension from online content co-creation to offline neighborhood scenography. Anchored on the narrative "tea as medium, flowers as scenery," the activation sutures Shanghai's historic villa texture with the vivid imagery of spring blooms.

Spatially, the design employs pastel watercolor hand-painting fused with Art Nouveau décor, constructing a fresh and elegant floral realm inspired by Shanghai's magnolia, crabapple, and violet. The blossoming entrance arch and spring flower corridor serve as high-identifiability visual anchors, converting circulation into a floral roaming experience; the Oriental tea lounge cultivates refined tea culture through natural wood tea tables and bamboo ware, while the circular market zone activates sustainable lifestyles through cross-domain influencer second-hand markets, and the DIY workshop transforms participation into takeaway craft memories through twisted-stick flower workshops and custom PIN making.

Beyond a branded collaboration, this pop-up represents a scenographic experiment in "trend + tea + sustainability" fusion—reconstructing historic villa space into a spring social container for rest, exchange, and creation, offering a highly livable cross-sector benchmark for how trend media and new-consumption brands can rebuild offline emotional connections through neighborhood.

-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