法国娇兰天空之境蓝调香水快闪

2026年08月15日-2026年08月19日

上海 西岸漩心

项目传播

项目现场

本项目以传奇香作蓝调淡香精（L'HEURE BLEUE）为核心，延续娇兰「探寻香水的尽头」内容主线，选址西岸漩心流线型螺旋建筑，打造蓝调暮色沉浸式香氛秘境。

空间整体运用渐变深海蓝与雾灰基调，铺陈成片鸢尾花艺，以巨型蓝调香水瓶艺术装置作为视觉锚点，精准复刻巴黎黄昏昼夜交替的蓝调时刻。制作层面，项目构建灵感影像长廊、三大香调感官体验舱、一对一专业品香区及主题打卡区的复合动线：影像展区回溯 1912 年蓝调时光创作起源，深度解读鸢尾根茎漫长萃取工艺；感官舱依次呈现天空之息、鸢尾香蕴、香草芬芳，访客可沉浸式嗅闻原料与成品香韵差异，近距离体验全新蓝调淡香精通透柔润的香调层次。

历史维度上，蓝调时光逾百年的创作谱系与娇兰香水世家的匠心美学在此被转译为可感知的空间叙事，赋予新品首发以深厚的品牌文化背书。活动期内，开幕明星盛典集结品牌代言人杨洋、王鹤棣、章若楠到场引爆流量，公众通过娇兰官方小程序预约入场，全域打卡机制驱动访客完整体验动线并领取主题周边与香氛小样；依托西岸滨江地标建筑的视觉优势，大量氛围感出片场景天然适配社交平台 UGC 自传播，实现艺术化嗅觉体验与新品市场首发声量的同步引爆。

Centered on the legendary fragrance L'HEURE BLEUE, this project extends Guerlain's "In Search of the End of Perfume" narrative, selecting the fluid spiral architecture of the West Bund Orb to construct an immersive blue-hour fragrance sanctuary.

The overall space deploys a gradient of deep sea blue and misty grey tones, layered with expansive iris floral arrangements and anchored by a giant L'HEURE BLEUE bottle art installation, precisely recreating the blue hour of Parisian dusk between day and night. In terms of production, the project builds a composite circulation comprising an inspirational imagery corridor, three olfactory sensory pods, a one-on-one professional fragrance consultation area, and themed photo zones: the imagery section traces the 1912 origins of L'HEURE BLEUE and elaborates the lengthy extraction process of iris rhizomes; the sensory pods sequentially present Breath of Sky, Iris Essence, and Vanilla Aura, allowing visitors to immerse themselves in the olfactory contrast between raw materials and the finished composition, experiencing firsthand the transparent and softly rounded facets of the new Eau de Parfum.

Historically, the over-a-century creative lineage of L'HEURE BLEUE and Guerlain's artisanal heritage as a perfume maison are translated into a perceptible spatial narrative, endowing the new product launch with profound brand cultural endorsement. During the event period, the opening gala assembled brand ambassadors Yang Yang, Wang Hedi, and Zhang Ruonan to ignite traffic, while the public entered via Guerlain's official mini-program reservation; the 全域 check-in mechanism drove visitors through the full experience loop to redeem themed merchandise and fragrance samples. Leveraging the visual advantage of the West Bund riverside landmark, abundant atmospheric photo-ready scenes are inherently suited to organic UGC sharing across social platforms, achieving the simultaneous ignition of an artistic olfactory experience and the new product's market debut visibility.

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