BLUE ERDOS「BEsties 慢闪空间」

Blue Erdos BEsties慢闪空间

2026年10月10日-2026年10月15日

上海 永源浜

项目预告

项目现场

BLUE ERDOS「BEsties 慢闪空间」落地上海永源路，展期长达六个月，作为上海时装周・上海时尚周末街区重点项目，它跳出短期快闪的一次性展示逻辑，打造可反复回访的长期都市女性社群空间。项目历史背景源于品牌线上 BEsties 影像与播客栏目，栏目持续记录都市女性之间松弛多元的好友关系，本次慢闪是把线上积累的女性故事叙事延伸至线下实体场景，依托上海时装周的街区化策展趋势，将时装从秀场延伸到城市街道，构建生活化的时尚交流场域。

在空间造型与制作层面，整体采用简约柔和的设计调性，摒弃夸张厚重装置，以低饱和度、温润质感的场景烘托女性之间松弛的相处氛围。空间内设置声音艺术装置与故事影像展陈，同步陈列 BLUE ERDOS 秋冬羊绒服饰，将影像叙事、声音体验与服装陈列自然融合。运营周期内持续轮换创意工坊、线下分享会等社群活动，访客能够沉浸式聆听 BEsties 栏目中的人物故事，参与主题沙龙，选购品牌当季新品。

空间刻意弱化传统门店单纯的零售属性，核心定位为女孩相聚交流的社交场所。活动期内现场内容与传播营销深度绑定，永源路作为时装周重点街区自带时尚客流，影像、声音艺术装置自带细腻高级的视觉与听觉体验，适配社交平台内容传播。面向都市白领、简约穿搭爱好者与女性社群人群，参与沙龙、工坊的访客与时尚 KOL 产出感性的故事向内容，区别于常规穿搭种草，更侧重情感共鸣，持续拉长项目传播周期。项目意义在于探索长期街区慢闪的全新商业形态，不再以短期打卡、一次性带货为目标，把线下空间作为品牌社群运营载体，融合服饰零售、影像艺术、社群聚会与周期性主题活动。借助时装周的行业影响力和持续更新的社群内容，持续沉淀女性用户社群，传递品牌温柔、独立的女装美学，完成品牌文化传递、产品体验以及长期社群经营的多重营销目标。

BLUE ERDOS launches the six-month “BEsties Slow Pop-up Space” on Yongyuan Road in Shanghai. As a key block project of Shanghai Fashion Week · Shanghai Fashion Weekend, it breaks the one-time display logic of short-term pop-ups and builds a long-term revisitable community venue for urban women. The project originates from the brand’s online BEsties video and podcast series, documenting relaxed and diverse friendships among modern women.

This slow pop-up extends those online female stories into physical offline space. Following the block curation trend of Shanghai Fashion Week, it brings fashion out of runway shows into urban streets and creates a lifestyle-oriented communication venue. In terms of spatial design and fabrication, the venue adopts a minimalist and gentle aesthetic, without exaggerated heavy installations. Low saturation and warm texture shape a relaxing atmosphere for female companionship. Sound art installations and story video exhibitions are arranged inside, alongside BLUE ERDOS autumn and winter cashmere apparel displays, seamlessly combining visual storytelling, audio experience and garment presentation. Creative workshops and sharing sessions rotate throughout the whole operation period. Visitors can immerse themselves in BEsties character stories, join themed salons and shop for new seasonal collections. The space intentionally downplays pure retail functions and centers on social gathering for women.

On-site programming and marketing communications are closely integrated. As a key fashion week block, Yongyuan Road attracts fashion crowds. Delicate visual and audio art installations are highly suitable for social media content creation. Targeting urban white-collar workers, minimalist fashion lovers and female communities, visitors and KOLs participating in salons and workshops produce emotionally resonant story-driven content, different from ordinary outfit promotion, extending the campaign’s communication cycle. This project innovates the business model of long-term street-side slow pop-ups. Instead of focusing on short-term check-ins and one-off sales, it turns physical space into a community operation hub, integrating apparel retail, video art, social gatherings and rotating themed activities. Leveraging the influence of fashion week and continuously updated community events, it nurtures long-term female communities, delivers the brand’s gentle and independent fashion aesthetics, and fulfills multiple marketing objectives including brand culture communication, product experience and sustained community management.

关于 BLUE ERDOS

BLUE ERDOS 是鄂尔多斯集团旗下面向年轻都市群体的时装品牌，依托集团深厚羊绒面料研发积淀，主打简约现代风格羊绒服饰，以优质面料、利落剪裁平衡质感与日常穿搭需求。品牌跳出单纯售卖服装的思路，持续关注当代女性生活状态，以影像、播客等内容形式搭建女性对话平台，擅长通过街区型线下慢闪、社群沙龙等形式与年轻消费者沟通，传递松弛独立的都市穿搭理念，为都市人群打造兼具舒适度与美学表达的羊绒时装选择。

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