奥特曼「光之羁绊・勇者同行」主题首展

奥特曼「光之羁绊・勇者同行」主题首展

2026年10月17日-2026年12月13日

上海 虹桥南丰城

项目现场

奥特曼「光之羁绊・勇者同行」主题全国首展落地上海虹桥南丰城，是奥特曼系列诞生 60 周年的重磅 IP 商业项目，由商场联合版权方新创华共同打造，展期自 2026 年 10 月 17 日至 12 月 13 日，依托奥特曼跨越代际的英雄文化，搭建连接亲子两代记忆的沉浸式线下场景。自 1966 年初代奥特曼问世，IP 历经数十年传播，既是成年群体的童年符号，也是当代儿童心中勇气与守护的精神载体，本次首展借 60 周年时间节点，将荧幕叙事转化为可进入、可互动的实体空间，重塑 IP 的线下情感表达。

空间动线由户外丰尚街入口延伸至南区中庭，以巨型雕塑为视觉锚点，入口设置近 5 米泽塔奥特曼雕像，中庭核心矗立同款高度的赛罗奥特曼主雕塑，搭配迪迦、特利迦、泰迦等多角色等身塑像与破损都市微缩城市造景，划分光之合影区、三重试炼游乐区、舞台互动区与周边快闪店四大板块。

制作层面，雕塑采用高精度开模复刻原作造型，结合钢结构支撑与防磕碰软包处理适配亲子客流；场景使用仿真建筑构件、光影特效、暗调蓝光氛围灯还原剧集战斗场景，试炼区定制滑索、矿洞寻宝沙池、障碍爬网装置，兼顾还原度、安全性与游玩体验，整体造型以银红、蓝紫的经典英雄色系为主，突出 “光” 的视觉主题。

活动期内设置奥特曼真人舞台见面、打卡集章、亲子试炼挑战等内容，线下邀请亲子 KOL、媒体到场体验，鼓励家庭拍摄打卡素材；线上在抖音、小红书、本地生活平台释放雕像实拍、舞台片段、遛娃攻略，线下现场体验持续产出 UGC 内容反哺线上传播，带动商场客流与 IP 周边销售，形成体验 - 打卡 - 扩散的营销闭环。

项目意义在于突破传统 IP 展单纯陈列模型的模式，把 “勇气、羁绊” 的 IP 内核转化为亲子共同参与的互动体验，强化奥特曼 IP 在新生代家庭的心智渗透，同时为购物中心打造差异化亲子流量场，实现 IP 文化价值与商业运营价值的双向落地。

The national debut exhibition of Ultraman "Bond of Light・Brave Companions" lands at Hongqiao South City, Shanghai. As a flagship IP commercial project for the 60th anniversary of Ultraman franchise, it is co-produced by the shopping mall and copyright agent SCLA, running from October 17 to December 13, 2026. Drawing on the cross-generational hero culture of Ultraman, it builds an immersive offline space linking parent-child memories.

Since the debut of the first Ultraman in 1966, the IP has become a childhood symbol for grown-ups and a spiritual icon of courage and protection for modern children. Leveraging the 60th anniversary milestone, the exhibition transforms screen narratives into an accessible, interactive physical space and reshapes IP emotional expression.

The spatial route extends from outdoor Fengshang Street entrance to the south atrium, anchored by giant sculptures. A nearly 5-meter Zett statue greets visitors at the entrance, while a matching Zero statue stands as the centerpiece in the atrium, accompanied by life-sized statues of Tiga, Trigger, Taiga and miniature ruined city setups. The venue is divided into photo zone, three-challenge playground, stage area and merchandise pop-up. In production, high-precision molded sculptures faithfully recreate character designs with steel frame and anti-collision soft wrapping for family safety.

The scene adopts simulated building components, light effects and cool blue ambient lighting to restore battle scenes from the series. Custom zip-line, sand pit and climbing net are built for the trial zone, balancing authenticity, safety and playability, dominated by classic silver-red and blue-purple hero tones to highlight the theme of light.

During the exhibition, live Ultraman character shows, stamp collection and family challenges are held offline. Parent-child KOLs and media are invited to experience and generate on-site content. Short clips and visit guides circulate on Xiaohongshu and Douyin, and on-site UGC fuels online diffusion, forming a marketing loop of experience, check-in and social sharing.

The project moves beyond traditional model display, translating the core spirit of courage and bond into shared family activities. It strengthens Ultraman’s influence among new-generation families and creates differentiated family traffic for the mall, realizing dual delivery of IP cultural value and commercial benefits.

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