“穿针走野”户外功能面料特别企划

2026年09月12日-2026年09月13日

杭州 天目里

项目预告

项目传播

项目现场

杭州天目里「穿针走野」户外功能面料特别企划，由天猫运动户外、天猫多一种生活提案联合O户外杂志共同打造，是国内少有的聚焦户外功能面料科普与场景落地的专业城市公开展览，具备行业趋势传播与户外生活方式普及的双重意义。

项目依托天目里先锋艺术的空间基底，以自然山野美学为造型基调，突破传统静态面料陈列形式，打造城市轻户外沉浸式展场。整体空间制作围绕首期核心主题美利奴羊毛，串联撒野牧场、羊毛工坊、织布工坊、抱石攀岩、山地越野徒步五大主题展区，完整还原面料从原生牧场、织造工艺到山野实战应用的全链路叙事场景。

活动期聚合Aigle、HOKA等知名户外品牌，集中展示美利奴羊毛户外服饰与全套装备，同步落地行业圆桌论坛，并联合国际羊毛局首发行业白皮书，构建专业权威的内容体系。现场邀请运动员与演员担任体验官，实景实测面料透气、恒温、耐磨等机能优势，降低专业面料的认知门槛。项目以城市艺术空间承载轻户外场景，消解硬核户外品类的距离感，依托天目里商圈流量与艺术氛围，吸引户外爱好者、潮流穿搭玩家打卡体验，以真实场景体验完成面料科普与产品种草，带动户外生活方式内容广泛传播，实现行业发声、用户教育与社交传播的完整营销闭环。

The special outdoor functional fabric project “Stitch the Wild” at Hangzhou Tianmuli is co-launched by Tmall Sports & Outdoor, Tmall Lifestyle Proposal and Outdoor Magazine. As a professional urban exhibition focusing on outdoor fabric popularization and scene presentation, it delivers both industrial value and lifestyle guidance for the outdoor industry.

Based on the avant-garde artistic tone of Tianmuli, the space adopts wild natural aesthetics and abandons traditional static display modes, building five immersive exhibition zones including pasture scene, wool workshop, weaving workshop, bouldering and mountain hiking. It comprehensively interprets the full industrial chain of merino wool from raw material origin and weaving craftsmanship to outdoor practical application. During the event, well-known outdoor brands including Aigle and HOKA showcase merino wool outdoor apparel and equipment.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识