丝芙兰「玩妆里」城市慢闪

2026年05月01日-2026年12月31日

上海 南京西路 1177 号丝芙兰向阳旗舰店

项目预告

项目现场

2026年上海国际美妆季期间，主办方于核心商圈打造「玩妆里」沉浸式美妆街区，以海派石库门里弄为空间原型，将2026上海国际美妆季的地标从传统展览中心迁移至可漫步的历史街区。石库门作为上海近代建筑文化的标志性符号，承载着中西合璧的都市记忆，此次项目通过复刻老弄堂风貌，将国际美妆潮流与在地文化基因进行深度缝合。

空间设计层面，项目以复古红砖拱门与霓虹字牌构建「一秒穿越老上海」的入口仪式感，内部则通过六大品牌主题弄堂实现场景化零售的极致演绎：资生堂西饼屋以复古面包柜与扭蛋机制造甜趣互动，FENTY BEAUTY裁缝店以旗袍元素与高光试色台张扬辣妹风格，卡诗老式理发店以旋转灯箱与复古理发椅还原头皮护理的仪式感，丝芙兰复古照相馆以人生四格自拍机定格复古大片，纪梵希香水铺以玻璃柜与香氛区传递高定优雅，娇兰古董珠宝店则以鎏金橱窗营造贵妇级彩妆体验。制作层面，复古烟纸店作为兑换枢纽，以集章机制与上海话品牌名问答串联全场，将消费行为升华为文化探索游戏。

此次街区不仅是美妆产品的展示场域，更是上海国际美妆季对「海派文化×全球潮流」融合命题的空间化回答——通过将石库门的历史厚度转化为美妆品牌的叙事容器，为城市文化IP与商业零售的共生提供了极具格调的范本。

During the 2026 Shanghai International Beauty Festival, organizers unveiled the "Play Makeup Lane" immersive beauty block at a prime urban location, using Shanghai-style Shikumen lane houses as the spatial prototype and relocating the festival landmark from conventional exhibition centers to walkable historic streets. As an iconic symbol of Shanghai's modern architectural culture, Shikumen carries the memory of East-meets-West urbanism; this activation deeply fuses international beauty trends with local cultural DNA through meticulous lane-house recreation.

Spatially, the design employs vintage red-brick arches and neon signage to construct an entrance ritual of "instant time travel to old Shanghai," while six brand-themed lanes deliver the ultimate in scenarized retail: Shiseido's pastry shop creates sweet interactive moments through retro bread cabinets and gacha machines; Fenty Beauty's tailor shop flaunts bold aesthetics via qipao elements and highlighter swatch stations; Kérastase's old-fashioned barbershop restores scalp-care ritual through rotating light boxes and vintage barber chairs; Sephora's retro photo studio captures vintage glamour through 4-cut selfie machines; Givenchy's perfume shop conveys haute elegance through glass cabinets and fragrance zones; while Guerlain's antique jewelry shop cultivates luxury through gilded displays and lipstick testing. Execution-wise, a vintage cigarette-paper shop serves as the redemption hub, weaving the entire experience through stamp-collecting mechanics and Shanghai-dialect brand-name quizzes, elevating consumption into cultural exploration.

Beyond a product display venue, this block represents the festival's spatial answer to the fusion of "Shanghai culture × global trends"—converting Shikumen's historical depth into narrative vessels for beauty brands, offering a sophisticated benchmark for the symbiosis of urban cultural IP and commercial retail.

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