巴拉巴拉「玩具羽绒」限时体验空间

巴拉巴拉玩具屋

2026年09月30日-2026年10月30日

上海 武康路390号

项目预告

项目传播

项目现场

巴拉巴拉「玩具羽绒」限时体验空间落地上海武康路390号百年花园洋房，作为衡复风貌区该历史建筑的首次对外开放实践，项目依托百年老洋房的人文底蕴，结合城市儿童友好更新趋势，以轻量化、低干预的改造方式活化历史建筑，是童装品牌跨界城市文旅、实现商业内容与历史空间共生融合的标杆项目。项目以品牌全新「玩具羽绒」秋冬新品系列与“风的朋友”赛车主题为核心叙事，打破传统童装静态售卖模式，将产品展示、亲子游乐、艺术氛围与街区文旅深度绑定，传递品牌“活在热爱里”的年轻化理念，适配当下亲子家庭高品质休闲、城市青年街区漫游的消费需求。

从空间造型与现场制作维度解读，项目遵循“最小干预”原则，完整保留百年洋房原始建筑肌理与结构风貌，采用模块化、可拆除的轻量化装置进行场景搭建，既保护历史建筑原貌，又实现沉浸式童趣氛围升级。室内空间围绕赛车主题与羽绒产品序列分层布局，搭配巨型IP艺术装置、趣味泡泡池、复古扭蛋机构成核心游玩场景；夜间植入庭院星光光影装置，利用光影层次柔化老建筑质感，打造日夜双景的沉浸式视觉体验。整体场景兼顾高级历史质感与童真松弛氛围，实现复古建筑美学与潮流童趣设计的巧妙碰撞。

活动周期内现场内容丰富多元，常态化开放风火轮小车开箱、赛车体验、亲子手工DIY、公益集市与IP人偶见面会等互动内容，兼顾趣味性与亲子陪伴价值。项目进一步联动武康路沿线商户打造专属儿童友好打卡街区，访客可凭借打卡地图沿街集章兑换限定礼品，同时推出玩具羽绒主题痛车街区巡游，拓展线下活动的城市传播边界。在营销传播关联上，百年洋房+童趣乐园的稀缺场景自带极强社交话题属性，差异化视觉体验精准吸引遛娃家庭、亲子博主与城市漫游人群打卡创作，产出海量UGC内容持续扩散传播。线下沉浸式文旅体验深化品牌温柔治愈、热爱生活的产品内核，线上社交种草持续引流，带动街区客流与品牌声量双向增长，形成空间活化、内容体验、社交传播、品牌价值升华的完整营销闭环，为童装品牌依托城市历史风貌区开展沉浸式场景营销、践行城市文化更新提供优质参考范本。

Balabala’s limited-time “Toy Down” experience space is located in the century-old garden villa at No.390 Wukang Road, Shanghai. As the first public opening of this historic building in the Hengfu Style Protection Area, the project revitalizes ancient architecture with minimal and lightweight layout, echoing the urban trend of child-friendly renewal. It serves as a benchmark practice for children’s clothing brands to integrate commercial content with urban cultural tourism and historic space activation. Centered on the brand’s new “Toy Down” winter collection and “Friend of the Wind” racing theme, the project breaks the traditional static display mode of kidswear.

It combines product exhibition, parent-child entertainment, artistic atmosphere and block tourism, conveying the brand’s youthful philosophy of “living in passion” and catering to high-quality leisure demands of modern families and urban wanderers. In terms of spatial styling and on-site production, the project strictly follows the “minimal intervention” principle, fully preserving the original texture and structural features of the century-old villa. All scenes are constructed with detachable and modular lightweight installations, protecting historical architecture while building an immersive childlike atmosphere. The indoor space is hierarchically arranged with racing themes and down product displays, equipped with giant IP art installations, bubble pools and gashapon machines to form core play areas. Starlight lighting devices are laid out in the courtyard at night, creating immersive day-and-night dual views and realizing a perfect collision between retro architectural aesthetics and trendy childlike design.

During the event, diversified regular activities are launched, including Hot Wheels unboxing, racing experience, parent-child DIY workshops, charity markets and IP character meet-and-greets, balancing entertainment value and parent-child companionship. The project further links merchants along Wukang Road to build a exclusive child-friendly check-in block. Visitors can collect stamps with themed maps to redeem limited gifts, while themed car cruises extend the offline activity influence across the block. Closely integrated with marketing communication, the rare combination of century-old villa and childlike amusement space delivers outstanding social topic value. The differentiated visual experience precisely attracts family visitors, parent-child bloggers and urban wanderers to generate massive UGC content. The offline immersive cultural and tourism experience deepens the brand’s warm and positive core value, while online social exposure continuously drives passenger flow and brand popularity. Forming a complete marketing loop of space revitalization, scenario experience, social dissemination and brand upgrading, this project provides a valuable reference for children’s clothing brands to conduct immersive scene marketing and participate in urban cultural renewal in historic style protection areas.

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