3M「花开新季，快乐贴贴」限时快闪w武康大楼

3M武康大楼主题邮局

2026年09月28日-2026年10月11日

上海 武康大楼

项目预告

项目传播

项目现场

3M「花开新季，快乐贴贴」限时快闪落地上海武康大楼主题邮局，坐落于衡复风貌区武康路城市地标旁，是品牌依托 Citywalk 街区浪潮打造的地标跨界体验项目。项目历史背景源于当下城市漫游文化兴起，衡复梧桐街区作为上海热门漫游路线，游客偏爱在历史建筑空间寻找情绪表达场景；3M 以标志性 Post-it 便利贴作为创意原点，将便利贴自由留言的属性与邮局书信、寄递的仪式感文化融合，跳出传统商超产品陈列模式，把家用好物植入城市历史公共空间，为漫游人群提供可书写、可共情的线下情绪载体。

在空间造型与制作层面，项目保留邮局原有建筑结构与邮政功能，在外围栅栏、玻璃窗、室内立柱大面积铺设多彩 Post-it 便利贴，搭建巨型心愿留言墙，访客可写下旅途心愿与生活感悟，粘贴在墙体上留下个人印记。展区陈列 3M 多款家用好物，包含小红花温感百洁布、牙线棒、痘痘贴等日常消费品，将科技好物脱离货架陈列，自然融入梧桐街区的松弛场景。

场地保留邮局基础业务，提供寄信、明信片选购、限定套章打卡、时光书信投递等功能，访客完成打卡任务即可兑换品牌限定周边。活动期的现场内容与传播营销深度绑定，武康大楼自带稳定的 Citywalk 客流，多巴胺色彩便利贴心愿墙氛围感突出，极易产出适合社交平台传播的图文素材，面向城市漫游爱好者、年轻打卡群体，到访游客自发分享留言故事与街区打卡画面，形成原生 UGC 传播。项目意义在于打造小而美的街区跨界快闪，将品牌核心符号 Post-it 便利贴转化为大众情绪出口，融合书信仪式感与生活化产品体验。本次项目不局限于产品展示，而是借助百年建筑与邮局文化，拉近科技品牌与普通消费者的距离，集产品体验、公众情绪表达、社交话题传播于一体，完成品牌生活化形象塑造、家用好物种草以及城市地标事件传播的多重营销目标。

3M’s limited-time pop-up “Blossom New Season, Stick for Joy” opens at the Wukang Mansion Post Office in Shanghai, beside the iconic landmark on Wukang Road within Hengfu Conservation Area. It is a cross-boundary landmark experience project created by the brand amid the city walk trend. Historically, urban wandering culture has flourished, and the plane-tree-lined Hengfu block is one of Shanghai’s most popular city-walking routes. Visitors seek spaces for emotional expression inside heritage architecture. Taking its iconic Post-it notes as creative core, 3M combines the free message-writing feature of sticky notes with the ritual culture of post offices and mails.

Breaking conventional in-store product display, it embeds daily household goods into urban heritage public space and delivers an emotional offline carrier for wanderers. In terms of spatial design and fabrication, the project retains the original architectural structure and postal services of the post office. Colorful Post-it notes are pasted widely on outer fences, glass windows and interior columns to build a giant wish wall. Visitors can write travel wishes and life insights and stick them on the wall to leave personal traces. The exhibition displays a wide range of 3M household products, including red-flower heat-sensitive scrub sponges, dental floss sticks and acne patches. These technical daily necessities are presented beyond commodity shelves and naturally integrated into the relaxing block atmosphere. The venue keeps original postal services such as mail posting, postcard shopping, limited stamp collection and time-letter delivery. Visitors completing check-in missions can redeem limited brand merchandise.

On-site activities and marketing communications are closely integrated. Wukang Mansion brings steady city-walk foot traffic. The dopamine-colored wish wall delivers strong atmosphere and generates visually appealing social media content easily. Targeting city walkers and young visitors, guests spontaneously share their message stories and block photos to create organic UGC content. This project builds a delicate block pop-up, transforming Post-it notes, the core brand symbol, into a public emotional outlet and combining postal ritual with daily product experience. More than product showcase, it leverages heritage building and post-office culture to shorten the distance between a tech brand and ordinary consumers. Integrating product trial, public emotional expression and social media buzz, it fulfills multiple marketing objectives including shaping a life-oriented brand image, promoting daily goods and creating landmark social events.

关于 3M

3M 是源自美国的百年多元化科创企业，1902 年创立，Post-it 报事贴是其最具全球知名度的经典发明。品牌依托材料科学创新，产品线覆盖工业、医疗、家居、个护等众多领域，大量产品融入普通人的日常生活。3M 擅长挖掘产品的情感价值，常以城市地标跨界快闪的形式，将硬核材料技术转化为生活化体验，把家用好物与公共空间叙事相结合，拉近品牌与年轻消费者之间的距离。

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