1436品牌20周年艺术展「Before Softness 柔软之前」项目

1436品牌20周年展览“Before Softness 柔软之前”

2026年09月17日-2026年09月27日

上海 Fotografiska影像艺术中心3层

项目预告

项目传播

项目现场

创立于2006年的高端珍稀羊绒品牌1436，历经二十载深耕阿尔巴斯钻石级羊绒赛道，始终秉持自然共生、匠心精工的品牌内核，依托稀缺草原羊绒资源与国际化工艺标准，树立国产高端羊绒的美学标杆。本次落地上海Fotografiska影像艺术中心的「Before Softness 柔软之前」二十周年艺术展，是品牌立足二十年发展积淀打造的里程碑级艺术企划，跳出传统服饰品牌新品陈列模式，以羊绒溯源为核心叙事主线，用当代艺术语言重构羊绒的自然价值、生命底蕴与时间匠心，既是品牌二十周年的重磅总结与新生开篇，也是高端羊绒产业从服饰零售向自然艺术文化传播的重要突破，具备品牌历史溯源、工艺价值升华与人文美学破圈的多重意义。

在空间造型与场景制作层面，展览以沉浸式叙事逻辑构建五大主题章节，依次打造风土、羊群、纤维、感知、来处递进式艺术空间，完整复刻从鄂尔多斯草原地貌、羊群生长、原绒甄选、精工纺织到成衣诞生的全链路场景。整体空间摒弃奢华堆砌，以简约高级的艺术留白、原生材质肌理与层次光影氛围，还原羊绒源自自然、淬炼于时光的纯粹质感。展览集结多位跨领域艺术家共创，河久儿打造首尾呼应的巨型纤维装置《土地之身 I/II》，以具象艺术形态诠释土地与纤维的共生关系；吕思斯融合纺织机械、羊绒纤维与激光科技打造先锋装置；陈清扬牧区胶片摄影、朱敏定制草原纪录片多元呈现草原原生风貌，搭配品牌二十周年限定羊绒实物展品，让自然、工艺、艺术三者深度交融。活动期采用小程序预约的精细化公开展览模式，配套高端艺术观展体验，朱亚文、裴淳华、谭元元等知名嘉宾莅临观展，以公众影响力赋能品牌人文美学传播。

整场展览深度传递“所有温和之物，都曾穿越严寒”的核心品牌哲学，引导观众探寻羊绒柔软背后的自然力量与时间沉淀。从营销传播维度来看，项目依托专业艺术展馆的高阶调性、跨领域艺术共创阵容、完整的自然工艺叙事与明星嘉宾热度，形成高质感、高深度、高话题的传播矩阵。以艺术策展弱化商业属性、强化人文温度，依靠极具质感的艺术装置与治愈叙事激发社交平台UGC传播，在沉淀品牌二十周年匠心底蕴、升级高端艺术品牌调性的同时，完成大众审美教育、品牌价值升维与圈层口碑长效沉淀，构建文化赋能品牌增长的完整营销闭环。

Founded in 2006, the high-end rare cashmere brand 1436 has focused on premium Inner Mongolian cashmere craftsmanship for two decades, adhering to the core philosophy of natural symbiosis and ingenuity. The brand has established an aesthetic benchmark for domestic luxury cashmere relying on scarce grassland resources and international manufacturing standards. The 20th-anniversary art exhibition “Before Softness” held at Shanghai Fotografiska marks a milestone cultural project celebrating the brand’s 20-year heritage. Breaking traditional apparel display logic, the exhibition takes cashmere origin tracing as its main narrative and interprets the natural vitality, temporal precipitation and craftsmanship value of cashmere through contemporary art. It symbolizes 1436’s strategic upgrade from luxury garment retail to natural art and humanistic aesthetic communication, delivering profound significance in brand heritage inheritance, craft value promotion and high-end aesthetic community breakthrough. In terms of spatial styling and scene production, the exhibition adopts a progressive immersive narrative structure divided into five chapters: Land, Flock, Fiber, Perception and Origin.

The space fully restores the complete industrial chain from Ordos grassland ecology and cashmere goat growth to raw fiber selection, refined textile craftsmanship and finished garment production. With minimalist and sophisticated layout, natural texture and layered lighting, the scene eliminates exaggerated commercial decoration and highlights the pure quality of cashmere forged by nature and time. Inviting cross-disciplinary artists for co-creation, the exhibition presents diversified artistic works, including giant fiber installations, innovative laser-textile interactive devices, pastoral film photography and customized grassland documentaries, together with exclusive 20th-anniversary cashmere exhibits, realizing the perfect integration of nature, craft and contemporary art.

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