Alfred Dunhill「驭动传承，礼赞驾乘」限时主题展览

Alfred Dunhill「驭动传承」主题限时展览

2026年08月29日-2026年09月06日

上海 恒隆广场一期中庭

项目传播

项目现场

Alfred Dunhill「驭动传承，礼赞驾乘」是品牌落地上海恒隆广场一期中庭的限时主题展览，作为全新概念店启幕的配套核心项目，于 8 月 28 日至 9 月 6 日对外开放，依托品牌 130 余年的历史根基，重构英伦驾乘文化与当代绅士美学的叙事场景。追溯历史背景，品牌 1893 年由 Alfred Dunhill 创立，诞生于汽车萌芽时代，早期以 Motorities 驾乘装备起家，专为早期驾驶者研发兼具防护、实用与优雅的皮革服饰，将出行功能、皮革匠艺与绅士着装融为一体，这一 “驭动” 基因贯穿品牌发展，本次展览并非单纯藏品陈列，而是把源自汽车黄金年代的品牌精神转化为可沉浸式体验的实体叙事空间。

项目空间造型延续英伦绅士府邸克制内敛的气质，整体采用橡木、哑光金属与真皮肌理作为核心材质，以中央展陈区为视觉重心，安放自英国远道运抵的 1913 年 Tweenie 古董车，作为整个展览的叙事锚点；空间动线依照时间叙事逻辑划分，依次展陈典藏驾乘夹克、Alfred 与 Century 系列皮具、手工打火机与烟斗等硬奢藏品，展具造型简约利落，弱化商业化陈列感，以低饱和光影烘托皮革材质肌理。制作层面兼顾文物保护与视觉表达，古董车独立承重展台做结构加固，皮革展品采用恒温展陈装置，木材与金属构件采用精细打磨工艺，在保留复古厚重质感的同时适配高端商场中庭的临时搭建规范。

活动期设置开幕嘉宾对谈、皮具工艺导览、成衣与包袋静态鉴赏等内容，将线下实体展作为营销传播原点。空间本身具备高级质感叙事属性，开幕嘉宾到场、藏品与古董车形成天然传播素材，媒体纪实、KOL 深度解读与观众观展图文共同构成内容矩阵，线下观展体验持续向小红书、时尚媒体等线上渠道输出，形成线下场景体验 — 专业内容产出 — 品牌价值传播 — 产品种草转化的完整链路。

项目意义在于，展览跳出奢侈品快闪单纯新品售卖的逻辑，借由空间叙事激活尘封的品牌档案，向当代受众传递 “功能即优雅” 的核心主张，重塑 Dunhill 在国内市场的绅士匠艺形象，同时为高端男士奢侈品牌历史文化类限时展，提供藏品、空间、叙事一体化落地的参考范式。

Alfred Dunhill “Heritage in Motion” is a limited-time thematic exhibition located in the atrium of Plaza 66 Phase 1, Shanghai, launched to accompany the opening of the brand’s new concept store from August 28 to September 6. Rooted in over 130 years of brand legacy, the exhibition reconstructs a narrative space linking British motoring culture and contemporary gentleman aesthetics. Founded by Alfred Dunhill in 1893 at the dawn of the automotive era, the brand originally developed Motorities driving gear for early motorists, crafting leather garments balancing protection, practicality and elegance, merging travel functionality, leather craftsmanship and gentleman’s attire.

This “driving” DNA defines its heritage. More than a simple collection showcase, the exhibition translates the brand spirit from the golden age of motoring into an immersive physical narrative. The space and styling draw inspiration from restrained British gentleman’s townhouse aesthetics, with oak, matte metal and genuine leather textures as core materials. At its heart sits the 1913 Tweenie vintage car shipped from the UK, serving as the narrative anchor.

Following a chronological route, the space displays archive driving jackets, Alfred and Century leather goods, handcrafted lighters, pipes and other luxury collectibles. Displays adopt clean minimalist forms, reducing overt commercial display, while low-key lighting accentuates leather texture. In fabrication, structural reinforcement is applied to the independent load-bearing platform for the vintage car; leather artefacts are preserved under constant-temperature display cases. Timber and metal components are finely finished to retain vintage gravitas while complying with mall pop-up construction standards.

During the exhibition, opening guest talks, leather craft guided tours and static appreciation of ready-to-wear and leather goods were arranged. The physical exhibition acts as the origin of marketing communication. The sophisticated space, vintage vehicle and celebrity guests naturally generate media assets. Documentaries, KOL in-depth reviews and visitor posts build a content matrix. Offline viewing experience fuels content distribution across fashion media and Xiaohongshu, forming a closed loop of on-site immersion, professional content creation, brand value communication and product conversion.

This exhibition transcends the sales-oriented logic of luxury pop-ups. Through spatial storytelling, it revives brand archives and conveys the core philosophy “function defines elegance”, reshaping Dunhill’s craftsmanship identity in China. It sets a benchmark for heritage-focused limited exhibitions of high-end men’s luxury brands with integrated collection, space and narrative implementation.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识