谷雨「雨亭」快闪店

2026年06月12日-2026年06月21日

上海 淮海路百盛户外广场

项目预告

项目传播

项目现场

恰逢国货护肤品牌谷雨十周年品牌节点，品牌于2026年6月12日至6月21日，在上海淮海百盛户外广场限时落地标志性IP空间「雨亭」快闪活动。本次活动以“光自东来，曜见新生”为核心主题，持续延续品牌“中国科技+东方美学”的双核心品牌叙事，跳出传统美妆专柜单一展销的固化模式，以二十四节气为传统文化脉络，将品牌自研光甘草定核心成分、十周年限定新品体系与东方亭台建筑意境深度融合，在淮海路梧桐掩映的城市商圈，打造集中式禅意美学、本土护肤科研科普、沉浸式五感体验于一体的户外主题快闪空间。

项目依托淮海路海量年轻美妆消费客流，打通品牌文化传播、新品实景体验、线下消费转化与社交UGC传播链路，构建完整的品牌营销闭环，成为国货护肤赛道东方美学线下落地的标杆性案例。在空间造型设计上，整座「雨亭」高度复刻品牌明星单品小奶罐的圆润轮廓，采用通透环形圆亭的核心结构设计，以24根原木立柱对应二十四节气文化内核，搭配浅原木天然肌理、全景落地玻璃与柔和弧形穹顶，整体色调素雅温润，完美融合淮海路梧桐街区的自然城市肌理，弱化商业特装的厚重感，在繁华闹市中营造出静谧雅致的东方休憩氛围。场地围绕环形流畅动线划分四大沉浸式体验板块，功能层次清晰、体验节奏递进：长亭邂逅区域以水墨节气卷轴与品牌十年发展图文，系统展示品牌深耕国人肤质研究、自研本土植萃护肤成分的品牌历程；亭间驻影作为核心视觉打卡区，通过中庭球形艺术装置与漫射柔光光影体系，打造高质感国风拍摄场景，并同步开启主题摄影打卡活动；亭心核心体验区设置开放式产品陈列台，全覆盖展示十周年限定系列、无垠电霜、光甘草定美白全线产品，同时以透明展柜陈列光果甘草、天山雪莲、人参等原生植萃原料，让访客直观触摸原料、沉浸式了解国货护肤成分科研逻辑；悦购亭下作为服务与零售终端，提供全品类产品试用、一对一肤质检测与专属护肤方案定制服务，实现体验与消费的无缝衔接。在落地制作层面，整场快闪空间采用轻量化户外装配式搭建工艺，原木立柱、弧形穹顶吊顶、玻璃围挡等主体构件均可快速拆装、转运复用，高度适配户外限时展览的落地需求；夜间暖调轮廓灯光勾勒圆亭流畅弧度，在淮海路城市街景中形成高辨识度国风视觉地标。

整体空间贯彻五感沉浸式体验逻辑，以水墨画卷塑造视觉东方意境、以天然植萃提供触觉实景体验、以专属节气香氛构建嗅觉记忆，搭配舒缓中式环境音与雅致茶歇服务，全方位打造松弛、有温度的沉浸式护肤体验。同时项目配套完善的用户激励体系，访客完成四大区域集章打卡即可兑换十周年限定周边与护肤小样，参与现场摄影大赛可赢取品牌周年礼盒，线下消费可解锁专属礼遇。

整体而言，本次雨亭快闪以中式亭台美学为载体，实现东方传统文化与硬核护肤科技的平衡共生，精准依托淮海路成熟美妆客群持续孵化社交传播内容，生动传递谷雨“传统文化可触摸，科技护肤有温度”的核心品牌主张，打造上海夏日极具辨识度的国风国货护肤城市打卡地标。

To celebrate the 10th anniversary of Chinese domestic skincare brand GUYU, the brand launched its iconic themed pop-up installation “Rain Pavilion” at the outdoor plaza of Parkson Huaihai Road from June 12 to June 21, 2026. Under the theme “Light Rises from the East, Shines New Beginnings”, the campaign inherits the brand’s dual core positioning of “Chinese technological innovation + oriental aesthetics”.

Breaking the traditional sales-oriented beauty counter model, the pop-up takes China’s 24 solar terms as its cultural context and integrates the brand’s self-developed glabridin core ingredient, 10th-anniversary limited-edition products and classical Chinese pavilion aesthetics. Located in the tree-lined Huaihai Road business district known for young beauty consumers, the project builds an outdoor immersive space that combines Zen-style oriental charm, local skincare scientific research and interactive experience. It completes a full closed loop of brand cultural output, new product trial experience, offline consumption conversion and social media communication, establishing a benchmark for oriental aesthetic offline marketing among domestic skincare brands. The overall styling of the “Rain Pavilion” replicates the rounded silhouette of the brand’s classic cream jar. Adopting a transparent circular pavilion structure supported by 24 solid wood columns that correspond to the 24 solar terms, matched with natural wood texture, full-height glass walls and a soft curved dome, the space features a gentle and elegant tone. It blends harmoniously with the natural plane tree scenery along Huaihai Road and eliminates the heavy sense of commercial decoration, creating a tranquil oriental leisure oasis in the bustling urban area. Following a smooth circular circulation path, the venue is divided into four progressive experience zones. The corridor exhibition area displays ink-wash solar term scrolls and brand development archives, showcasing GUYU’s dedication to researching Asian skin types and developing native plant-based ingredients. The central art zone features a spherical installation with soft diffused lighting, creating a high-quality oriental checking-in atmosphere and hosting themed photography activities.

The core experience area fully presents the brand’s full product lineup including whitening series and anniversary exclusives, with physical displays of raw botanical ingredients such as licorice, snow lotus and ginseng, allowing visitors to touch original materials and professionally interpret the efficacy of Chinese skincare ingredients. The service and retail zone provides full-range product trials, one-on-one skin testing and customized skincare solutions. In terms of production and construction, the entire venue adopts lightweight outdoor modular assembly technology.

All wooden columns, curved ceiling structures and glass enclosures are detachable and transportable, perfectly adapting to short-term outdoor exhibition requirements. Warm ambient lighting outlines the circular pavilion at night, forming a highly recognizable Chinese-style landmark on Huaihai Road. The space adopts a five-sense immersive design logic, delivering an all-round elegant experience through visual ink-wash aesthetics, tactile natural plant materials, exclusive solar term fragrance, soothing traditional Chinese background music and delicate tea breaks.

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