上海凯德晶萃广场世界杯户外街区

2026年06月05日-2026年07月18日

上海 凯德晶萃广场

项目预告

项目现场

LuOne 凯德晶萃广场马当路户外世界杯主题街区于2026年6月5日至7月18日限时呈现，作为商场「2026凯德星超级聚星会员季」的核心线下场景，紧扣美加墨世界杯赛事热度，将沿街开放式空间改造为沉浸式绿茵活力走廊。从空间叙事与造型语言审视，项目以活力运动风为整体基调，绿茵绿与赛事彩虹渐变色彩搭配紫蓝主视觉，沿街贯穿统一足球主题导视、赛事标语与趣味地贴，形成视觉连贯的街区氛围。5米高紫蓝渐变巨型足球充气装置占据视觉核心，球面印制凯德星标识与足球几何纹路，远距离即可形成醒目城市打卡地标；周边配套仿真球员休息区、趣味足球拍照框、小型桌面足球装置及标准化射门球门与彩色靶心，构建多层次打卡与互动空间。

在制作与落地层面，项目充分兼顾上海多变天气，采用灵活可移动模块化搭建工艺，户外互动设施遇雨天可整体转移至一楼中庭持续运营，气模、轻质围挡、可拆装球门等轻量化物料拆装便捷，适配商场户外限时落地需求；夜间搭配柔和氛围灯光，傍晚滨江与沿街夜景氛围感突出。场地内核心开放「逐梦绿茵・射门挑战赛」，以消费积分、会员积分、线上社群打卡兑换射门机会，完成挑战可解锁商场限定周边礼品；同步联动场内餐饮商户推出观赛套餐、酒水福利，每周三宠粉日加码餐饮优惠，打造「踢球打卡+宵夜观赛」的夏日消费场景。

整条街区无硬质封闭围挡，采用通透开放式布局，预留充足通行动线兼顾沿街行人通行与场内游玩，以轻量化主题特装弱化商业厚重感，将世界杯热血氛围融入城市街道日常。作为凯德集团深耕中国商业地产市场的代表性项目，LuOne此次借世界杯全球IP势能，不仅补齐了淮海中路马当路片区户外休闲体验场景的短板，更标志着购物中心从传统室内促销向户外沉浸式场景运营与会员生态构建的战略转型，依靠低门槛打卡互动与会员激励机制持续产出社交平台UGC内容，成为城市轻量级足球打卡地标与夏日活动矩阵的标杆实践。

The LuOne CapitaLand Raffles City Madang Road Outdoor World Cup-themed block launched from June 5 to July 18, 2026, serving as the core offline scenario for the mall's "2026 CapitaStar Super Star Member Season." Closely riding the wave of the FIFA World Cup, the activation transformed the open-air street-facing space into an immersive green vitality corridor. Examining spatial narrative and visual language, the project adopted an energetic sports style as its overall tone, combining pitch green with tournament rainbow gradients and purple-blue primary visuals. Unified football-themed wayfinding, event slogans, and fun floor decals ran along the street, creating a visually coherent block atmosphere. A 5-meter-high purple-blue gradient giant football inflatable installation commanded the visual core, with the CapitaStar logo and football geometric patterns printed on its surface, forming an eye-catching urban landmark visible from afar. Supporting elements including simulated player rest areas, fun football photo frames, mini tabletop football setups, and standardized shooting goals with colorful targets constructed a multi-layered check-in and interactive space.

In terms of production and execution, the project fully accounted for Shanghai's variable weather, employing flexible, movable modular construction techniques. Outdoor interactive facilities could be entirely relocated to the first-floor atrium during rainy days for continuous operation, while lightweight materials such as inflatables, light barriers, and detachable goals allowed for convenient assembly and disassembly, adapting to the mall's outdoor temporary deployment needs. Soft ambient lighting enhanced the evening riverside and street-facing nightscape atmosphere. The venue's centerpiece was the "Chase the Dream on the Green · Shooting Challenge," where participants could exchange shooting opportunities using consumption points, member points, or online community check-ins, unlocking limited mall peripherals upon completion. The event simultaneously partnered with in-house F&B merchants to launch match-viewing set meals and beverage benefits, with Wednesday fan appreciation days adding extra dining discounts, creating a summer consumption scenario of "football check-in plus late-night match viewing."

The entire block featured no hard enclosed barriers, adopting a transparent open layout with ample circulation paths accommodating both street pedestrians and on-site visitors. Lightweight thematic special installations weakened the heavy commercial sense, integrating the World Cup's passionate atmosphere into daily urban street life. As a representative project of CapitaLand's deep cultivation in China's commercial real estate market, LuOne's leveraging of the World Cup's global IP momentum not only filled the gap in outdoor leisure experience scenarios along Huaihai Road's Madang Road section but also signaled the strategic transformation of shopping centers from traditional indoor promotions toward outdoor immersive scenario operations and member ecosystem construction. Relying on low-threshold check-in interactions and member incentive mechanisms to continuously generate social platform UGC content, it has become a benchmark practice for urban lightweight football check-in landmarks and summer activity matrices.

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