HOURGLASS底妆家族「妆箱启程」全国首展

2026年04月13日-2026年05月08日

成都 万象城 中心广场漫丘

项目现场

HOURGLASS「妆箱启程」限时体验空间于中国商场中心广场重磅启幕，作为品牌在华首次大型线下布局，以明星底妆家族为核心，构建起美妆与环球旅行的沉浸式对话场域。项目空间以"为美好旅途做好准备"为叙事线索，通过大量堆叠的金色行李箱装置形成强视觉符号——这些既是艺术装置，亦暗喻品牌为不同肤质需求准备的底妆"妆备"；登机牌元素与发光行李箱拍照墙贯穿其中，将护肤化妆的私人仪式升华为充满探索感的环球启程体验。

造型上，位于商场中心广场的开放式布局确保高流量触达，与品牌大使何与同框的互动装置强化明星势能，多维度"明星同款打卡点"精准设计为社交传播提供内容母体。制作层面，"妆箱启程"概念替代传统产品罗列，以旅行仪式感降低高端美妆的体验门槛，完成从功能展示到情感共鸣的转化。

历史意义上，此项目标志着HOURGLASS自2017年进入中国市场以来，从精品渠道渗透向大规模消费者体验的战略跃迁，在底妆品类竞争白热化的背景下，以"旅行美学"差异化定位对抗同质化陈列，为高端美妆品牌提供了"概念叙事+沉浸装置+社交裂变"三位一体的线下范式样本。

**HOURGLASS "Beauty Journey" Pop-Up: First Major China Activation**

Thrilled to unveil HOURGLASS's debut large-scale offline experience in China—launching at a prime mall atrium.

**The Concept**

We transformed the central plaza into an immersive "Beauty Journey" departure lounge. Instead of traditional product displays, we created a globally-inspired ritual around the brand's cult-favorite complexion collection.

**The Installation**

A towering sculpture of stacked golden luggage serves as both art and metaphor—each "suitcase" representing tailored complexion solutions for every skin type. Boarding passes and illuminated baggage walls reinforce the "prepare for your journey" narrative, while photo moments with brand ambassador He Yu drive social currency.

**The Strategy**

This activation marks HOURGLASS's evolution from boutique retail to experiential marketing in China. By packaging makeup application as travel ritual, we're democratizing luxury beauty access while elevating brand desire.

For premium beauty brands: the future is conceptual, Instagrammable, and experientially anchored.

#HOURGLASS #BeautyRetail #ExperientialMarketing #ChinaLaunch #PopUpExperience #LuxuryBeauty #BrandActivation #HeYu #ComprehensiveCollection #TravelConcept

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