乐高六一玩乐派对

2026年05月22日-2026年06月01日

上海 七宝领展广场

项目预告

项目现场

乐高"玩力派对"六一玩乐派对于 2026 年 5 月 22 日至 6 月 1 日登陆上海七宝领展广场 L1 乐聚广场，作为该系列快闪的上海首站且仅此一站，这一项目标志着乐高从玩具零售向沉浸式教育娱乐的空间转型，也是品牌六一节点营销策略的精准落地。从空间与造型来看，约 300 平方米的 L1 乐聚广场被划分为四大主题互动区，每个区域对应不同的玩乐范式与身体参与方式——英雄玩力派对的巨型巨龙装置以超尺度制造视觉震撼与角色代入感，其颗粒拼搭结构既展示乐高的建构可能性，又通过"攻击"的互动指令将静态展陈转化为动态叙事；律动玩力派对的足球迷宫以颗粒墙体构建通道障碍，将乐高的模块化特性与足球运动的肢体协调进行空间缝合；竞速玩力派对的环形赛道以闭合回路制造竞争张力，玩家自行拼搭的赛车在此接受速度验证，完成从设计到测试的完整工程思维闭环；自然玩力派对的共创花墙则以治愈系美学消解前三区的竞技强度，活动结束后形成的完整艺术装置将个体创作汇聚为集体成果，传递自然美学的社群价值。

制作层面，四大主题区的设计体现乐高"玩中学"的教育哲学：幻影忍者的角色扮演对应叙事建构与身体表演，足球迷宫对应空间导航与运动协调，赛车竞速对应结构工程与物理原理，花朵拼搭对应审美感知与生态意识。创意工坊的亲子场与成人场分设（忍者/赛车主题与花植主题），以年龄与兴趣为维度进行人群细分，满足不同代际的创作需求。限定拼砌包的每日限量与六一当天的会员专属福利，以稀缺性机制制造参与紧迫感，将空间体验与会员注册行为进行绑定。

从品牌历史看，乐高自 1932 年创立以来，从木制玩具制造商发展为全球建构主义教育的象征，"玩力派对"延续其"释放超玩力"的核心主张，将产品体验从家庭桌面拓展至公共商业空间。七宝领展广场作为上海西南区域的家庭型社区商业，其客群结构与六一节点的亲子主题高度契合，"仅此一站"的稀缺定位强化了上海首站的打卡价值。在 300 平方米的空间内，乐高完成了从拼搭、竞技到集章的完整游戏化闭环，也为社区型商业的节庆运营提供了"教育娱乐化"的参考范式。

The LEGO "Play Power Party" Children's Day celebration landed at Shanghai Qibao Link Plaza L1 Leju Square from May 22 to June 1, 2026, as the Shanghai premiere and sole stop of this pop-up series, marking LEGO's spatial transformation from toy retail to immersive edutainment, and the precise landing of the brand's Children's Day marketing strategy. Spatially, the approximately 300㎡ Leju Square was divided into four thematic interactive zones, each corresponding to different play paradigms and bodily engagement—The Hero Play Power Party's giant dragon installation generates visual impact and role immersion through hyper-scale, its brick-built structure both demonstrating LEGO's construction possibilities and converting static exhibition into dynamic narrative through the "attack" interaction command; the Rhythm Play Power Party's football maze constructs passage obstacles with brick walls, spatially stitching LEGO's modular characteristics with football's physical coordination; the Speed Play Power Party's circular track creates competitive tension through closed loops, where player-built racing cars undergo speed verification, completing a full engineering thinking closed loop from design to testing; the Nature Play Power Party's collaborative flower wall dissolves the competitive intensity of the first three zones through healing aesthetics, with the completed art installation after the event gathering individual creations into collective achievement, transmitting the community value of natural aesthetics.

In terms of fabrication, the four thematic zones embody LEGO's "learning through play" educational philosophy: Ninjago role-play corresponds to narrative construction and bodily performance, the football maze to spatial navigation and motor coordination, racing competition to structural engineering and physical principles, and flower building to aesthetic perception and ecological awareness. The creative workshop's separate parent-child sessions (Ninja/Racing themes) and adult sessions (botanical themes) segment audiences by age and interest, satisfying cross-generational creative needs. The daily limited edition of polybags and Children's Day member-exclusive benefits create participation urgency through scarcity mechanisms, binding spatial experience with membership registration behavior.

Historically, since its 1932 founding, LEGO has evolved from a wooden toy manufacturer to a global symbol of constructivist education; "Play Power Party" continues its core proposition of "releasing super play power," expanding product experience from family desktops to public commercial spaces. Qibao Link Plaza, as a family-oriented community commercial complex in Shanghai's southwest, aligns its clientele structure with the Children's Day parent-child theme, while the "sole stop" scarcity positioning strengthens the Shanghai premiere's check-in value. Within 300 square meters, LEGO completes a full gamified closed loop from building, competition to stamp collection, providing a reference paradigm of "edutainment" for community commercial festival operations.

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