波司登高级产品线 AREAL 限时空间（成都）

波司登高级产品线 AREAL 限时空间（成都）

2026年11月05日-2026年11月11日

成都 太古里 WM·HOUSE

项目预热

项目现场

波司登高级产品线 AREAL 限时空间落址成都太古里 WM・HOUSE，展期 2026 年 11 月 5 日至 11 月 11 日，作为 AREAL 第三季系列的核心线下发布载体，与此前南京德基甜甜圈快闪形成差异化的双城叙事矩阵。区别于南京项目强建筑装置的视觉表达，本项目以「INSIDE THE WARMTH 温度之内」为内核，空间造型放弃单一标志性造型，转而采用场景切片式的模块化搭建，划分地铁车厢、创作工坊、咖啡馆、户外、航站楼五大沉浸式单元，还原通勤、创作、社交、运动、远行的真实日常，制作上依托 WM・HOUSE 本身简约通透的空间基底，以低饱和工业风饰面、模拟天光的平板灯组与情景化道具完成场景切换，模块化组件便于分区搭建、预约制动线管控，适配高端预览、媒体开放与公众参观分层运营需求。现场内容包含 2026 秋冬第三季系列静态展陈、KJ Studio 工艺解析、主题咖啡、定制周边打卡，Kim Jones、谷爱凌、于适等跨圈层嘉宾出席开幕活动，以设计师、运动员、演员多元视角诠释 “AREAL FOR EVERYONE” 的主张。在传播营销链路中，生活化场景天然降低奢侈时装的距离感，适配成都松弛的城市气质，场景化打卡素材适配小红书、抖音内容种草；开幕明星话题引爆前期声量，预约入场机制抬高体验稀缺感，线上话题热度持续导流线下，再由线下沉浸式体验反哺深度内容输出，完成新品发布、品牌形象教育、私域蓄客的营销闭环。放在品牌战略背景中，时值波司登五十周年，AREAL 持续打破羽绒服 “冬季刚需单品” 的刻板标签，南京重奢场域验证产品高级质感，而成都太古里项目面向更年轻、多元、追求生活方式的客群，证明高端羽绒时装可以嵌入普通人的日常衣橱，持续夯实品牌从功能性羽绒龙头向国际化时装品牌转型的路径。

Bosideng premium line AREAL pop-up space is located at WM·HOUSE, Sino-Ocean Taikoo Li Chengdu, open from November 5 to November 11, 2026. Serving as the key offline launch venue for the third AREAL collection, it builds a differentiated dual-city narrative alongside the previous Nanjing Deji Plaza donut pop-up. Unlike the striking monolithic architectural installation in Nanjing, this iteration adopts sliced, scene-based modular design themed “INSIDE THE WARMTH”. Five immersive zones — metro carriage, creation studio, café, outdoor area and terminal lounge — reconstruct real-life moments of commuting, creation, socialising, sports and travel. Built upon WM·HOUSE’s minimalist, bright shell, the space uses muted industrial finishes, panel lighting simulating natural daylight and scene props. Modular construction supports phased setup and reservation-based visitor flow control for preview, media day and public sessions. The programme features the 2026 A/W collection showcase, craftsmanship display at KJ Studio, themed beverage and custom merchandise. Kim Jones, Eileen Gu, Yu Shi and cross-industry guests attend the opening to interpret “AREAL FOR EVERYONE”. The everyday scenarios soften the aura of luxury fashion and resonate with Chengdu’s laid-back urban identity, generating shareable social content. Celebrity appearances fuel pre-launch buzz while the reservation system enhances exclusivity, forming a closed loop from online viral topics to on-site experience and long-form content. Marking Bosideng’s 50th anniversary, the project continues to dismantle stereotypes of downwear as merely seasonal functional gear. While Nanjing validates premium quality within a ultra-luxury context, Chengdu reaches younger lifestyle-focused audiences, proving high-end down fashion belongs in everyday wardrobes and advancing the brand’s evolution from a technical down specialist to an international fashion player.

品牌简介

波司登 1976 年创立，是国内羽绒赛道头部品牌，拥有深厚防寒技术积淀。AREAL 是品牌定位高端时装化的核心产品线，由国际设计师 Kim Jones 担任创意总监，融合波司登锁绒、防风防水等专业羽绒工艺与高级时装剪裁语言，主打叠穿体系、静奢简约风格，跳出羽绒服单一保暖属性，面向多元场景、不同身形与审美偏好的都市人群，是波司登冲击高端时装市场、走向国际化的重要布局。

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