"娇养如兰，蜂华盛绽" 限时潮流街区

2026年05月21日-2026年05月24日

上海 永乐汇

项目传播

项目现场

法国娇兰携手王鹤棣主理潮牌D.DESIRABLE于2026年5月21日至24日登陆上海安福路，以"娇养如兰，蜂华盛绽"为主题打造限时潮流街区。

从空间叙事与造型语言审视，项目选址安福路这一上海潮流文化地标，将娇兰近两个世纪的奢华基因——标志性的蜜蜂图腾与兰花意象——与D.DESIRABLE的街头、嘻哈、篮球等青年亚文化美学并置，构建起高奢美妆与本土潮牌的跨界场域。王鹤棣以全球品牌代言人兼主理人的双重身份成为叙事枢纽，其演员、歌手、创业者三重角色轨迹被转译为"真实且自由，热爱并创造"的空间宣言。现场通过沉浸式街区装置、限定联名体验与初夏狂欢氛围，将传统美妆零售从柜台逻辑解放至街头场景。

作为1828年创立于巴黎的顶级美妆世家，娇兰此次以"蜂"与"兰"为符号嫁接Z世代潮流语言，不仅是对品牌年轻化战略的纵深推进，更标志着国际奢侈品牌在中国从单向代言模式向共创型潮流生态的战略转型，以"可穿着的无限艺术"重构美妆与时尚的边界。

Guerlain joined forces with Wang Hedi's streetwear label D.DESIRABLE from May 21 to 24, 2026, landing on Shanghai's Anfu Road to create a limited-time trend district themed "Nurtured Like Orchid, Blooming Like Bees."

Examining spatial narrative and material language, the activation occupied Anfu Road—a Shanghai trend culture landmark—juxtaposing Guerlain's nearly two-century luxury DNA, marked by iconic bee motifs and orchid imagery, with D.DESIRABLE's youth subculture aesthetics drawn from street, hip-hop, and basketball, constructing a cross-boundary field between haute beauty and local streetwear. Wang Hedi served as the narrative hinge through his dual identity as global brand ambassador and label founder, translating his trajectories as actor, singer, and entrepreneur into a spatial manifesto of "authentic and free, passionate and creative." On-site immersive street installations, limited collaborative experiences, and early-summer revelry atmosphere liberated traditional beauty retail from counter logic into street scenography.

Founded in Paris in 1828, Guerlain's grafting of "bee" and "orchid" symbols onto Gen-Z trend language represents not merely a deepening of brand rejuvenation strategy, but signals international luxury houses' strategic shift in China from unilateral endorsement models toward co-created trend ecosystems, reconstructing the boundary between beauty and fashion through "wearable infinite art."

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