上海万象城春日有园

2026年04月10日-2026年04月12日

上海 西万象城

项目预告

项目现场

2026年春季，上海万象城推出「春日有园」主题季，标志着区域型商业综合体从"消费容器"向"生活方式目的地"的范式转型。面对后疫情时代消费者对自然体验的持续渴求，项目突破传统商场春季美陈逻辑，将户外街区与中庭重构为沉浸式城市花园——花艺装置、绿植景观与草坪花境交织，构建出"把花园搬进商场"的春日微度假场景。

空间设计层面，活动以"可漫步的春日"为核心理念：沿户外街区设置主题美陈，结合休闲座椅打造宠物友好的城市小花园；中庭则通过大型花艺装置形成视觉锚点，精准拿捏"野餐感"与"出片率"的双重需求。制作执行上，项目联动数十家餐饮品牌推出限定优惠，将场景流量转化为业态协同效应，实现"打卡-停留-消费"的闭环运营。

从行业视角看，「春日有园」不仅是一场季节性营销，更体现了头部商业体对"情绪价值"的深度运营——通过将自然元素、社交场景与商业空间有机缝合，为行业提供了"季节性IP化"与"空间情感化"的标杆样本，重新定义了城市商业综合体的公共价值。

In Spring 2026, Shanghai MixC unveiled the "Spring Garden" thematic season, signaling a paradigm shift for regional commercial complexes from "transaction containers" to "lifestyle destinations." Responding to post-pandemic consumers' sustained appetite for natural experiences, the project transcended conventional spring décor by transforming outdoor streets and atriums into immersive urban gardens—floral installations, greenery landscapes, and lawn flowerbeds interweave to create a micro-vacation scenario that "brings the garden into the mall."

Spatially, the activation anchors on the concept of "a walkable spring": themed installations along outdoor streets combine with leisure seating to create pet-friendly urban pocket gardens, while atrium floral sculptures serve as visual anchors balancing "picnic ambiance" with "Instagrammability." Execution-wise, the project collaborated with dozens of F&B tenants for limited-time offers, converting scene-driven traffic into category synergy and achieving a "check-in, dwell, purchase" closed loop.

From an industry perspective, "Spring Garden" transcends seasonal marketing to demonstrate leading commercial properties' sophisticated operation of "emotional value"—by organically stitching natural elements, social scenarios, and commercial space, it provides a benchmark sample for "seasonal IP-ification" and "spatial emotionalization," redefining the public value of urban mixed-use developments.

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