解码温暖：波司登 1/2 世纪展

解码温暖：波司登 1/2 世纪展

2026年10月19日-2026年11月01日

上海 西岸梦中心

项目预告

项目传播

项目现场

「解码温暖：波司登 1/2 世纪展」落地上海 GATE M 西岸梦中心，作为品牌五十周年重磅纪念项目，以 Warmth Code 为核心概念，回溯自 1976 年创立至今半个世纪的羽绒服饰发展历程，将中国本土实业品牌的技术迭代、时代叙事与时尚表达浓缩于六大沉浸式篇章。波司登深耕羽绒领域五十年，持续参与羽绒行业标准制定，完成珠峰、南北极等极端环境科考装备的研发，本次展览跳出传统品牌陈列，以策展叙事的形式，完成品牌历史的系统性梳理。

项目空间依托西岸工业遗存建筑基底，划分序章、梦想、时纪、织艺、无界、尾声六大展区，空间造型采用粗粝工业底色搭配柔和的光影装置，序章 8 米高时光博古架作为视觉核心，纵向拉开时间纵轴；梦想空间实景复刻常熟山泾村缝纫组初创场景，老式缝纫机、自行车等实物原件还原创业原点；时纪板块以 15 组独立橱窗打造时间切片，记录品牌里程碑事件；织艺展区采用分层透明展柜，拆解面料、充绒、绗缝的底层工艺。

在制作层面，展区融合实物文物、超媒体影像、交互装置，兼顾历史藏品保护与现代展陈视觉，以七彩流动光轨作为动线引导，串联起怀旧写实、科技解构、先锋时装等多元视觉氛围。活动期间除静态展陈，开幕仪式、名人导览、设计师对谈同步落地，多维度解读温暖的多重内涵。

传播营销上，展览选址西岸文化地标，面向大众消费者、设计师圈层与媒体，由明星嘉宾、KOL 现场打卡产出短视频与图文内容，线下预约观展体验与社交媒体内容分发联动，将品牌周年纪念转化为文化事件，弱化硬广属性。

项目意义在于以展览载体，印证中国本土服饰品牌从代工制造到全球专业羽绒品牌的成长路径，把一件羽绒服的工艺史转化为大众可感知的文化叙事，为国货品牌周年文化策展树立样本。

“Decoding Warmth: Bosideng Half-Century Exhibition” is held at GATE M West Bund Dream Center in Shanghai. As the flagship commemoration project for Bosideng’s 50th anniversary, themed Warmth Code, it reviews the brand’s 50-year journey starting from 1976, integrating technological evolution, historical stories and fashion innovation of China’s homegrown down apparel brand across six immersive chapters.

Having specialised in down products for five decades, Bosideng contributes to industrial standards and develops professional outfits for extreme expeditions including Mount Everest, the North and South Poles. Moving beyond conventional brand showcases, the exhibition systematically organises brand heritage via curatorial narrative.

Built upon West Bund’s heritage industrial architecture, the venue consists of six zones: Prologue, Dream, Timeline, Weaving Craft, Boundlessness and Epilogue. The spatial styling pairs raw industrial texture with soft lighting installations. An 8-metre-tall antique timeline shelf serves as the visual centre in Prologue, stretching the vertical timeline. The Dream zone reconstructs the original sewing workshop in Changshu with genuine relics such as vintage sewing machines and bicycles. The Timeline area adopts 15 individual display windows as time slices to present brand milestones. The Weaving Craft zone uses layered transparent showcases to deconstruct fabric, filling and quilting technologies.

For fabrication, the exhibition combines historical artefacts, multimedia projections and interactive installations, balancing heritage preservation and contemporary visual presentation. Flowing colourful light guides visitors through scenes ranging from nostalgic realism and tech deconstruction to avant-garde fashion. Alongside static exhibits, opening ceremony, celebrity guided tours and designer dialogues are hosted onsite to interpret the multi-layered definition of warmth.

In communication and marketing, the exhibition leverages West Bund’s cultural influence, targeting consumers, design communities and media. Celebrities and KOLs generate short videos and onsite posts, forming a synergy between offline reservation-based visiting and social media distribution, transforming brand anniversary into a cultural event rather than direct promotion.

This project demonstrates the growth of a Chinese apparel brand from manufacturing to global professional downwear leader. It converts the craftsmanship history of down jackets into perceptible cultural narrative, setting a curatorial benchmark for domestic brands’ anniversary exhibitions.

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