朱栈×姆明出「童趣厨房」

2026年06月11日-2026年06月14日

南京 城北万象汇

项目现场

国内纯净彩妆品牌朱栈RED CHAMBER携手芬兰国宝级童话IP姆明Moomin，打造行业首次彩妆联名主题限时快闪空间「童趣厨房」，以全国多城商场中庭巡回形式落地呈现。项目依托两大品牌共同秉持的纯净、温柔、自然共生核心调性，以姆明妈妈的治愈厨房为核心创作灵感，彻底跳出传统美妆专柜以售卖为主的单一模式，将梦幻治愈的姆明谷居家童话场景实体还原于城市商业空间，精准面向年轻美妆消费群体与姆明IP粉丝，打造沉浸式、疗愈系线下体验场景，并同步首发全套品牌联名限定彩妆系列，完整实现IP情感共鸣种草、纯净彩妆理念科普、社交打卡传播与线下产品转化的全链路营销闭环。

整体快闪空间在视觉造型与场景氛围上主打松弛治愈的北欧童话质感，以柔和奶雾蓝为主色调，搭配经典北欧格纹墙裙、原木肌理软装与复古拱形窗结构，高度复刻姆明经典尖顶小屋造型，弱化商业特装的厚重功利感，在繁华商圈中打造出静谧温柔的童话居家秘境，构建差异化极强的治愈系美妆场景氛围。场地采用流畅环形漫游动线，四大核心体验板块层层递进，完整构建沉浸式童话厨房叙事体系。其中姆明小屋打卡立面作为场地外围标志性视觉装置，结合尖顶木屋造型、森林绿植造景与姆明系列角色立体插画，搭配橱窗联名礼盒陈列，形成高辨识度入门打卡机位，昼夜光影分别营造清新柔和与温馨治愈的双重视觉氛围。居于全场C位的童趣中央取餐厨房以1:1巨型姆明妈妈白色牛奶壶装置为核心视觉焦点，环形流线展台模拟厨房料理操作台形态，完整陈列第二代多用膏、唇膏蜜、三色高光、限定粉饼等全套联名彩妆产品，搭配复古厨具、果蔬软装与餐布陈设，创新性将彩妆比作治愈系厨房小食，生动传递“化妆如同日常料理，温柔滋养肌肤”的纯净美妆理念，并配备专业美妆顾问驻场，提供免费试色与底妆搭配教学服务。治愈客厅休憩体验区高度还原姆明居家场景，通过柔软沙发、复古梳妆桌椅打造低压力沉浸式试妆空间，访客可自由坐卧体验全线彩妆产品，搭配循环播放的姆明治愈短片与森林白噪音，消解传统美妆线下推销感，主打情绪疗愈与松弛体验。合拍礼物兑换角作为全场互动福利核心，配备童话相框立牌与姆明主题手持道具，用户通过全场集章、社交平台打卡种草即可兑换限定贴纸、联名化妆镜与小样礼盒，现场消费达标可解锁独家IP周边与联名收纳包，有效提升用户参与度与消费粘性。在落地制作层面，整场巡回快闪采用商场中庭适配的轻量化模块化搭建工艺，童话小屋立面、主题展台、休憩软装、互动美陈均可快速拆装转运，适配全国多城巡回落地需求，装置材质柔和细腻、色彩统一克制，兼顾童话美学质感与商场限时展览的落地规范。同时项目配套线上线下全域运营体系，线下邀请品牌纯净体验官担任一日店长，开展签赠、合影、彩妆互动小游戏拉升现场热度，线上开启专属话题活动，激励用户产出优质UGC内容并设置全套联名正装礼盒抽奖权益。

整体而言，本次「童趣厨房」快闪项目以童话厨房为情感载体，深度绑定姆明温柔自然的世界观与朱栈Clean Beauty纯净彩妆核心理念，区别于常规美妆快闪的营销属性，融合IP情怀、美学打卡、情绪疗愈与专业彩妆体验于一体，成为2026年夏日极具辨识度与口碑影响力的治愈系彩妆童话城市地标，为国产纯净彩妆IP联名线下场景营销打造全新标杆范式。

Domestic clean beauty makeup brand RED CHAMBER launched the industry’s first Moomin co-branded limited-time pop-up exhibition “Childlike Kitchen” in partnership with Finland’s national fairy tale IP Moomin, touring at shopping mall atriums across multiple cities in China. Inspired by the healing kitchen of Moominmamma and based on the shared brand essence of purity, gentleness and harmonious coexistence with nature, the project breaks the sales-oriented model of traditional makeup counters.

It physically restores the cozy fairy-tale dwelling scenes of Moomin Valley, creating an immersive healing offline experience space for young beauty enthusiasts and Moomin fans, while launching a full collection of exclusive co-branded makeup. The campaign builds a complete closed-loop marketing system covering IP emotional resonance, clean beauty popularization, social media check-in communication and offline product conversion. The entire pop-up space adopts a soft milk mist blue as the dominant tone, matched with Nordic checkered wall skirts, log-style soft furnishings and retro arched windows, perfectly reproducing the classic pointed-roof cottage shape of Moomin. The overall atmosphere is relaxing and healing, weakening the heavy commercial sense and creating a quiet fairy-tale home retreat in the bustling business district. Designed with a smooth circular roaming circulation, the venue consists of four progressive experience zones that jointly shape a complete immersive kitchen narrative. As the iconic exterior visual installation, the Moomin cottage check-in facade is printed with vivid illustrations of Moomin, Little My and Snufkin, decorated with pointed-roof cottages and forest greenery. Co-branded gift boxes displayed in the window form the core first-shot check-in spot, presenting soft natural light effects in the daytime and warm ambient lighting atmosphere at night. Located at the center of the venue, the core Childlike Kitchen features a 1:1 giant white milk jug installation representing Moominmamma’s classic kitchen symbol. The circular streamlined display counters are designed like cooking platforms, fully showcasing the complete co-branded product lineup including multi-use creams, lip glosses, highlighters and limited-edition pressed powders. Matched with retro kitchen utensils, fruit and vegetable decorations and table cloth layouts, the design metaphorizes makeup as soothing daily kitchen food, intuitively conveying the brand’s clean beauty philosophy that makeup nourishes the skin gently like daily life care. Professional beauty consultants are stationed to provide free color testing and base makeup matching guidance. The Healing Living Room restores Moomin’s home scene with soft pillows, sofas and vintage dressing tables, building a low-pressure makeup trial space. Visitors can sit down and experience the full product lineup immersively, accompanied by looping Moomin healing videos and forest white noise. The zone eliminates rigid sales promotion and focuses on emotional soothing and relaxing experience. The Photo & Gift Redemption Area serves as the core interactive welfare zone, equipped with fairy-tale photo frames and Moomin themed props. Visitors can redeem limited stickers, co-branded makeup mirrors and sample gift boxes by completing stamp collection and social media posting, and unlock exclusive Moomin peripherals and co-branded storage bags with qualified on-site consumption.

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