《环球之旅：威利在哪里》沉浸式游戏互动展

2026年07月13日-2026年12月20日

杭州 湘湖世界旅游博览馆

项目现场

经典全球益智绘本IP《威利在哪里》沉浸式互动巡展，是依托国民童年IP情怀打造的暑期美育亲子商业展览，打破传统静态观展模式，面向亲子家庭、绘本爱好者及年轻打卡群体，以1:1实景还原绘本环球冒险场景，创新融合益智互动、场景打卡与IP零售业态，具备极强的休闲美育与亲子社交价值。

在空间造型与制作层面，展览以IP标志性红白条纹为主视觉基调，模块化搭建古埃及、西部小镇、海洋沉船、艺术画廊等多元实景展区，搭配巨型威利立体装置与迷宫寻物、计时眼力游戏、淘金套索等趣味互动关卡。整体场景细节饱满、色彩童趣浓郁，动线丰富且暗藏角色彩蛋，全天候适配拍照打卡与沉浸式游玩体验。项目以展期核心三日集中活动作为主要营销传播载体，依托闯关手册集章兑礼、社交平台打卡抽奖、限定周边售卖等分层玩法，构建完整线下体验体系。三日高密度的沉浸式寻宝互动，深度调动观众参与热情，引导用户自发产出社交UGC内容，借助IP全民情怀持续发酵话题热度，在实现亲子益智体验升级的同时，完成流量引流与消费转化，成功打造暑期极具影响力的沉浸式亲子美育打卡地标。

The immersive interactive touring exhibition of the classic worldwide puzzle picture book IP *Where’s Wally* is a high-value summer parent-child and aesthetic education project rooted in public childhood nostalgia. Breaking the traditional static exhibition mode, it targets family audiences, picture book lovers and young visitors, and restores global adventure scenes from the original books at a 1:1 scale.

In terms of spatial design and production, the venue adopts the IP’s iconic red and white stripes as the main visual tone. Built with standardized modular structures, it features multiple themed zones including ancient Egypt, western towns, sunken ships and art galleries, equipped with giant three-dimensional Wally installations and diverse interactive puzzle games. With rich scene details, vivid childlike colors and hidden character easter eggs in each area, the space creates an all-weather immersive shooting and playing atmosphere. The three-day core intensive activities form a complete marketing and communication system. Visitors can collect stamps with adventure manuals to exchange limited gifts and win IP prizes by sharing check-in content on social platforms, while exclusive derivatives such as picture books and blind boxes are available for sale. Sustained offline puzzle experiences stimulate massive UGC dissemination. Leveraging the classic IP’s public popularity, the exhibition realizes perfect integration of parent-child entertainment, aesthetic education, offline traffic transformation and online viral communication.

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