森马NO.368夏日剧场

2026年05月23日-2026年05月31日

上海 武康路368号

项目传播

项目现场

森马「梧桐光影·电影感夏日剧场」快闪于上海武康路368号限时呈现，以独栋两层小白楼为载体，将品牌「成套化穿搭、再造新常服」的升级理念植入海派文化地标。从空间叙事与造型语言审视，项目以电影卷片为母题贯穿全场：门头巨型螺旋卷片装置搭配紫色霓虹与「NO.368夏日剧场」立体字，构建高辨识度的街头视觉锚点；一层沉浸式打卡区以胶片墙、蓝绿撞色墙、复古电话亭与衣柜大头贴机营造电影感片场氛围；二层穿搭体验区则以绿植、落地镜与成套新品陈列，将「成套穿搭」从概念转化为可试穿、可自拍的生活方式场景。互动机制上，免费大头贴与消费解锁的果酒补给、DIY工坊形成梯度参与。

作为创立于1996年的本土休闲服饰巨头，森马此次选址武康路不仅是对品牌年轻化的空间宣言，更标志着传统服装零售从货架逻辑向沉浸式体验与社交货币生产的深度转型。

Semir's "Plane Tree Light & Shadow: Cinematic Summer Theater" pop-up emerges at 368 Wukang Road, Shanghai, occupying a standalone two-story white building to implant the brand's upgraded philosophy of "coordinated dressing, reinventing daily wear" into a landmark of Shanghainese culture. Examining spatial narrative and formal language, the project employs film reels as a motif throughout: the entrance's giant spiral reel installation paired with purple neon and "NO.368 Summer Theater" dimensional lettering constructs a highly recognizable street-level visual anchor. The ground-floor immersive zone uses film walls, blue-green color-blocked walls, vintage telephone booths, and a wardrobe photo booth to evoke a cinematic set atmosphere. The second-floor styling experience zone translates the "coordinated dressing" concept into a livable, selfie-friendly scenario through greenery, full-length mirrors, and curated seasonal displays. A tiered engagement mechanism spans free photo booths and purchase-unlocked fruit wine stations and DIY workshops.

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