朝日唯品「Decide The Moment」空间

2026年06月16日-2026年07月05日

上海 安福路1号

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2026年6月16日至7月5日，朝日唯品于上海安福路1号梧桐沿街落地「Decide The Moment」限时体验空间，依托品牌Morning Club会员体系，以"觉察一刻"为内核，围绕全新牛乳布丁系列打造城市治愈系户外快闪，联动品牌大使邝玲玲视觉内容，在网红文艺街巷打造低压力感官体验场，跳出传统乳品快销展销模式，引导都市人群放慢节奏、感知日常细碎美好。

从空间与造型来看，整体空间坐落沿街林荫之下，采用通透白色玻璃小屋搭配原木浅木色软装，大面积绿植环绕建筑四周，融合安福路原生梧桐自然景致，整体视觉干净柔和，弱化商业厚重感，营造闹市中的静谧休憩角落。空间动线流畅通透，划分觉察一刻打卡长廊、布丁DIY手作区、限定特调吧台、礼盒陈列区四大功能板块：沿街巨型主题海报作为户外标志性打卡点位；长廊陈列品牌大使松弛氛围感大片与生活感知主题图文；吧台提供翻转布丁特调饮品，访客可自由搭配配料自制专属布丁；陈列区完整展出晨光、感知、觉察三款限量布丁礼盒，搭配简约低矮原木展柜，柔和漫射灯光烘托牛乳布丁温润质感，场内设置拼图互动装置丰富沉浸式轻体验层次。

从制作与运营层面，整套场地采用轻量化装配式搭建，玻璃小屋、木质展台、绿植造景均可快速拆装，适配户外沿街限时落地需求，无硬质封闭围挡，保留沿街行人通行动线，白天树荫柔和、夜间暖光点亮街巷。活动设置完整互动激励机制：到场打卡长廊并注册Morning Club小程序会员可领取布丁扭蛋币，购买限定布丁产品可额外累积代币，参与DIY、扭蛋抽取邝玲玲同款周边、限定文创礼品；访客拍摄空间场景发布社交平台即可解锁专属福利。

朝日唯品作为源自日本的高端有机乳品品牌，长期以"全观生活"为品牌哲学，倡导慢感知、有机自然的生活方式。此次安福路快闪以自然松弛的线下场景、低门槛味觉与手工体验，传递品牌有机牛乳、慢感知生活的核心主张，依托安福路文艺客流持续产出社交UGC，成为上海夏日极具治愈氛围的街巷茶饮甜品打卡地标，同步完成新品布丁、限定礼盒线下种草与年轻客群会员沉淀。

From June 16 to July 5, 2026, Asahi Vivid launched "Decide The Moment"—a limited-time experience space at No. 1 Anfu Road, Shanghai, nestled beneath the canopy of plane trees. Leveraging the brand's Morning Club membership system and anchored in the concept of "a moment of awareness," the project cultivated an urban healing outdoor pop-up centered on its new milk pudding series. Partnering with brand ambassador Kuo Ling Ling's visual content, the activation constructed a low-pressure sensory experience field within a culturally vibrant, social-media-favorite neighborhood—deliberately breaking from traditional dairy fast-consumer exhibition modes to guide urban crowds toward slowing down and perceiving the beauty of everyday moments.

In terms of spatial design and form, the space sat beneath the street's natural tree canopy, featuring a transparent white glass cabin dressed in raw wood light-toned soft furnishings, surrounded by generous greenery that integrated seamlessly with Anfu Road's native plane tree scenery. The overall visual language was clean and soft, deliberately attenuating commercial heaviness to create a serene rest corner within the bustling city. The spatial flow was transparent and fluid, dividing into four functional zones: the "Moment of Awareness" check-in corridor, a pudding DIY crafting area, a limited special drink bar, and a gift box display area. Giant themed posters along the street served as outdoor landmarks; the corridor displayed the ambassador's relaxed atmosphere photography and life-perception themed graphics; the bar offered flipped pudding specialty drinks with free topping customization; the display area showcased three limited pudding gift boxes—Morning Light, Perception, and Awareness—presented in minimalist low raw wood cabinets with soft diffused lighting that accentuated the pudding's warm texture, while puzzle interactive installations enriched the immersive light experience.

From production and on-site operation perspectives, the entire pop-up venue adopted a lightweight prefabricated build system. All components including glass booths, timber display counters and botanical greenery installations were designed for swift assembly and effortless disassembly, perfectly fitting the requirements of short-term outdoor street activations. Solid closed-off partitions were entirely omitted to maintain unobstructed natural pedestrian pathways. Soft tree canopies created a soothing, restorative ambiance throughout daytime hours, while warm layered lighting bathed the streetscape once night fell.

The brand rolled out an accessible, low-barrier interactive reward system for all attendees. Guests earned pudding gacha tokens simply by checking in at the venue and signing up for the Morning Club WeChat mini-program. Extra tokens could be obtained via purchases of limited-edition puddles, granting access to hands-on DIY workshops and blind box draws featuring official Kuo Ling Ling merchandise alongside exclusive limited cultural and creative souvenirs. Visitors could also unlock special premium perks by sharing their on-site moments on social media platforms.

As a high-end Japanese organic dairy label, Asahi Vivid has consistently anchored its brand ethos around “holistic living”, championing a slow-paced, mindful lifestyle rooted in organic natural ingredients. This pop-up installation on Anfu Road translated the brand’s core proposition of organic dairy and mindful slow living through laid-back, nature-infused offline spaces and approachable tasting & handicraft experiences. Leveraging Anfu Road’s culturally rich, trend-driven footfall, the activation sustained steady streams of user-generated social media content. It evolved into a beloved calming summer landmark for tea and dessert photo opportunities across Shanghai, simultaneously driving offline exposure and trial for its new pudding lines and gift sets, as well as accumulating a loyal base of young registered brand members.

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