京东 101HOME 想象礼屋快闪活动

2026年06月27日-2026年08月25日

上海 南京西路

项目现场

京东101HOME「想象礼屋」为品牌上海全球首店开业的前置预热限时快闪项目，于2026年6月27日至8月25日落地上海南京西路万航国际中心。依托平台汇聚三百余家海内外设计师家居品牌的资源优势，

项目针对传统家居消费线上无实景体验、线下卖场氛围沉闷的行业痛点，以“打开家的美好想象”为核心理念，面向都市年轻美学消费群体，打造集策展打卡、休闲社交、产品体验、家装咨询于一体的复合型商圈体验空间，打通线上种草与线下实景转化的营销链路。项目空间造型以巨型礼物礼盒为核心创意，户外8米高米白礼盒建筑搭配正红色巨型蝴蝶结，辅以居家主题插画窗格，塑造“城市家居礼物”的鲜明视觉符号。室内以红、米白、暖金为基调，通过弧形门洞、星光镂空吊顶、灯带嵌入式展柜弱化传统家居卖场的厚重商业感，动线遵循观展打卡、家居体验、休憩社交、整装咨询的递进逻辑，兼顾美学出片质感与商业展示实用性。

场地科学划分设计师家居展区、跨界咖啡休闲区、家装服务专区，陈列Vitra、吱音、格度等国内外限量家居作品，并联动纽约潮牌推出限定餐饮，实现家居、潮流、生活方式的跨界融合。整体采用轻量化美学店装搭建，适配长期限时商圈运营，配套打卡抽奖、会员福利、全屋整装服务，支持展品线上一键下单，达成所见即所得的消费闭环。

作为品牌首店前置流量阵地，项目创新打破传统家居单一售卖模式，以策展式体验降低年轻客群消费门槛，成功重塑线上家居平台的线下落地形态，为家居品牌轻量化商圈快闪与全域体验营销树立行业范本。

Launched as a pre-opening pop-up campaign for JD 101HOME’s first global flagship store in Shanghai, the limited-time “Imagination Gift House” operated from June 27 to August 25, 2026 at Wanhang International Center, Nanjing West Road. Leveraging JD’s resource advantages covering over 300 domestic and overseas designer home brands, the project targets young urban aesthetic consumers and solves the industry pain points of intangible online shopping and dull commercial atmosphere of traditional offline furniture malls.

Centered on the concept of “unlocking beautiful imagination for home life”, it builds a composite experiential space integrating exhibition viewing, social check-in, leisure consumption and home decoration consultation, realizing seamless connection between online content planting and offline physical experience. Adopting a giant gift box as the core design prototype, the venue features an 8-meter-high outdoor architectural installation with classic off-white tone and oversized red bow, forming a highly recognizable urban visual landmark. The interior applies a warm color palette of red, beige and golden, with arched doorways, star hollowed ceilings and light-embedded display cabinets to eliminate the rigid commercial sense of traditional home malls. The orderly visiting route balances aesthetic presentation and practical display.

The space is divided into designer furniture exhibition area, cross-border coffee leisure zone and home decoration service zone, displaying limited works by Vitra, Ziin and other mainstream home brands, together with co-branded trendy catering to enrich lifestyle scenarios. Built with lightweight aesthetic decoration suitable for long-term pop-up operation, the venue supports online one-click purchase for all exhibited products and complete sets of home decoration services. Serving as an effective pre-opening traffic warming platform, the project subverts the single sales-oriented model of traditional home retail.

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