wigo出发家族萌友派对快闪

wigo出发家族萌友派对快闪

2026年10月23日-2026年11月08日

上海 五角场合生汇

项目现场

Wigo × 出发家族「萌友派对」上海站落地五角场合生汇 L1 中庭，由 52TOYS 与其乐城联合打造，是同步开启的四城巡回快闪其中一站，展期自 10 月 23 日至 11 月 8 日，依托综艺《现在就出发 4》IP 衍生，将 Wigo“Wind & Go，想出发就出发” 的松弛内核转化为线下可沉浸的森林派对场景。Wigo 作为原生潮玩 IP，设定起源于森林，本次项目承接 IP 世界观，把自然漫游、伙伴相聚作为叙事主线，打通综艺受众、潮玩收藏者与年轻打卡群体，以限时中庭快闪的轻量化形式完成 IP 从屏幕到实体空间的落地。

整体空间以原生森林木屋为造型基底，弱化硬质边界，大量采用原木肌理、仿自然树桩、仿真绿植与柔和漫射光源搭建，没有繁复切割造型，偏向温润野趣的林间小屋氛围；展区划分为打卡主装置、周边零售陈列区、DIY 创作台与书信投递信箱，高低错落的木作展架搭配 IP 巨型立牌，放大角色软萌特征。

制作上选用环保板材与低饱和度哑光涂装，以模块化组装实现商场中庭快速搭建、异地巡展复用，柔性材质与柔和光影降低压迫感，契合治愈松弛的视觉基调，陈列道具同步融入树桩托盘、林间标牌等细节，维持整套森林叙事的统一性。现场内容设置形成完整互动链路：包含小红书打卡集章挑战、书信投递企划、DIY 手作体验、消费赠礼与亲签抽奖，任意消费赠送主题托特包，会员注册可领取限定明信片，收尾的 “暂别日写信” 环节强化情感连接。

活动内容与传播深度绑定，线下打卡任务引导用户产出图文笔记并带上话题，以亲签、限定周边作为激励，撬动综艺粉丝与潮玩爱好者自发扩散；线下实拍素材回流至官方社交账号，持续为巡展其他城市造势，同时借助商场中庭客流，将路过消费者转化为 IP 认知人群，完成种草、打卡、购买、二次分享的闭环。

项目意义在于探索综艺 IP 与潮玩联动的线下表达，跳出单纯售卖盲盒的快闪逻辑，用场景共情沉淀粉丝社群，以森林漫游的松弛感，在高密度商业空间里搭建一处短暂的情绪栖息地，为 IP 长线运营积累可复制的巡展范式。

Wigo x Chilleen “Fluffy Friends Party” pop-up lands at the L1 Central Atrium of Shanghai Wujiaochang Hopson One. Developed jointly by 52TOYS and Chilleen, it forms one chapter of a four-city touring pop-up, running from October 23 to November 8. Derived from the variety show *Let’s Go Now Season 4*, the project translates Wigo’s laid-back spirit — “Wind & Go, set off whenever you want” — into an immersive forest gathering.

Originating as an original art toy IP rooted in forest storytelling, Wigo brings the narrative of wandering nature and companionship offline, reaching variety-show fans, toy collectors and young visitors through a light-weight, limited-time atrium activation. The space is built around a rustic forest cabin concept, with minimal rigid boundaries. Natural timber textures, simulated stumps, lush foliage and soft diffused lighting create a gentle, untamed woodland vibe.

The layout integrates photo installations, merchandise zones, DIY workstations and a postbox for handwritten notes. Tiered wooden displays and oversized character cutouts amplify the IP’s cuddly aesthetic. Constructed from eco-friendly panels with muted matte finishes, the modular build enables swift on-site assembly and reuse across touring stops; soft materials and subtle lighting ease visual tension, while stump trays and forest signage reinforce a cohesive natural aesthetic.

On-site programming forms an integrated engagement funnel: Xiaohongshu stamp-collecting missions, letter-writing activities, DIY workshops, purchase gifts and signed-merch lucky draws. Shoppers receive a themed tote bag with any purchase, while new members get limited-edition postcards, and the closing “Farewell Letter” campaign deepens emotional bonding. On-site experience is tightly woven with distribution: check-in tasks encourage user-generated content under dedicated hashtags, with autographs and exclusive goods incentivising organic sharing from variety-show and toy communities.

Footage from Shanghai feeds official social channels to promote subsequent tour stops, turning casual mall visitors into new IP audiences and closing the loop of discovery, capture, purchase and social sharing. The project pioneers offline collaboration between variety IP and designer toys, moving beyond simple blind-box retail. It builds emotional resonance and fan community through atmospheric storytelling, carving out a calm emotional refuge within a busy commercial environment, and establishing a repeatable touring model for long-term IP growth.

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