兰蔻夏日俱乐部

2026年05月30日-2026年07月09日

上海 西岸梦中心

项目现场

兰蔻「夏日俱乐部」限时线下体验空间近期登陆上海西岸梦中心，以「鲜活松弛」的南法美学为基调，打造沉浸式夏日度假场域。

从空间叙事与造型语言审视，项目以户外巨型粉色泳池为视觉锚点，1:1仿真水面配合白色遮阳伞、躺椅与漂浮品牌Logo游泳圈，构建360°度假感出片矩阵；室内南法风情空间以粉色水晶麻将桌营造贵妇风社交场景，兼顾宠物友好细节，四宫格自拍机与「是我」系列香水及水光气垫试妆区则完成从打卡到产品体验的无缝衔接。互动游戏区以网球挥拍、冲浪板平衡挑战与果汁切切乐三大装置构建游戏化动线，通关即可兑换特调冰淇淋、扭蛋机会及爆汁丰唇蜜试用装，以即时奖励机制延长参与时长。哈尼克孜、包上恩等明星出席After Party并留下同款机位，将粉丝势能转化为空间流量。

作为拥有近百年历史的法国美妆品牌，兰蔻此次选址西岸梦中心这一当代艺术与潮流文化地标，不仅是对品牌年轻化战略的纵深推进，更标志着高端美妆从传统柜台陈列向沉浸式生活方式与社交货币生产的战略转型，以「夏日俱乐部」的松弛叙事重构品牌与都市消费者的情感契约。

Lancôme's "Summer Club" limited offline experience recently landed at Shanghai's West Bund Dream Center, constructing an immersive summer vacation field anchored in "vibrant relaxation" and Provençal aesthetics.

Examining spatial narrative and material language, the activation employed an outdoor giant pink pool as its visual anchor, with a 1:1 simulated water surface, white parasols, lounge chairs, and floating branded logo swim rings forming a 360-degree resort-style photo matrix. The indoor Provençal space featured a pink crystal mahjong table crafting an aristocratic social scene with pet-friendly details, while a four-frame selfie booth and "Idôle" fragrance and cushion foundation trial zones seamlessly connected check-ins to product experience. The interactive gaming zone built a gamified circulation through tennis swing, surfboard balance, and fruit-slicing challenges, offering instant rewards including bespoke ice cream, capsule-toy chances, and lip gloss samples to extend dwell time. Celebrities including Hani Kyzy and Bao Shangen attended the After Party, converting fan momentum into spatial traffic through star-aligned photo spots.

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