「梦龙·Pleasure Store」快闪店

2026年04月30日-2026年05月10日

杭州 湖滨银泰in77

项目传播

项目现场

2026年，梦龙以「Citywalk，欢愉至上」为主题，于核心商圈打造沉浸式限时快闪，标志着这一高端比利时巧克力冰淇淋品牌首次将西方奢华基因与东方非遗京绣美学进行深度场景化融合。项目联合非遗大师金馨，以手作龙纹绣品重构品牌的高端在地化表达，完成从产品消费到文化沉浸体验的战略升级。

空间设计以三大主题场域构建跨文化对话：「无尽棱镜空间」以镜面迷宫与霓虹光影制造未来感视觉奇观；「熠熠龙纹京绣空间」以金红渐变装置承载非遗大师的东方奢华手作；「无界舞台」则复刻王嘉尔同款TVC拍摄场景，以巨型冰棒装置与发光地台将明星势能转化为高传播性社交货币。制作层面，DIY体验与沉浸式打卡精密缝合，使消费者在东西方美学的碰撞中完成从观看到共创的参与闭环。

此次快闪不仅是季度营销事件，更是梦龙以「欢愉」为内核，通过非遗赋能与明星共振重构高端冰淇淋品牌文化壁垒的标杆实践。

In 2026, Magnum unveiled the "Citywalk, Pleasure First" immersive pop-up, marking the premium Belgian chocolate ice cream brand's first deep scenographic fusion of Western luxury DNA with Oriental intangible cultural heritage—Jing embroidery. Collaborating with master artisan Jin Xin, the activation reconstructs the brand's high-end localized expression through hand-crafted dragon embroidery, completing a strategic upgrade from product consumption to cultural immersion.

Spatially, three thematic realms construct cross-cultural dialogue: the "Infinite Prism Space" generates futuristic visual spectacle through mirrored mazes and neon light; the "Glistening Dragon Jing Embroidery Space" carries the master's Oriental luxury craftsmanship via gold-red gradient installations; while the "Boundless Stage" replicates Jackson Wang's TVC set, converting star power into high-virality social currency through giant ice-bar installations and illuminated platforms. Execution-wise, DIY experiences and immersive check-ins are precisely stitched, enabling consumers to complete the participation loop from observation to co-creation amid the collision of Eastern and Western aesthetics.

Beyond a seasonal marketing event, this activation serves as a benchmark for Magnum's reconstruction of cultural moats for premium ice cream brands—empowered by intangible heritage and star resonance, anchored on the brand ethos of "pleasure."

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