Breville 铂富「Breville Café & Store」慢闪空间项目

Breville Cafe & Store 慢闪空间

2026年09月19日-2026年10月15日

上海 铜仁路 88 号

项目现场

Breville 铂富「Breville Café & Store」慢闪空间项目于 2026 年 9 月 21 日至 10 月 15 日落地上海铜仁路 88 号，活动伴随品牌全新半自动咖啡机 Oracle Jet BES985 新品首发，是铂富在中国大陆打造的首个限时慢闪空间。项目依托品牌近百年咖啡厨电发展积淀，跳出传统厨电专柜静态陈列的固有模式，以生活化场景重构产品体验逻辑。

项目空间采用双层结构搭建，整体造型简约克制，以原木肌理、浅素墙面搭配利落黑色品牌展具，弱化强商业展销氛围，塑造兼具咖啡馆松弛质感与产品展示属性的复合型场景。空间制作上分层规划功能，一楼设置咖啡吧台、新品体验区与零售区，陈列全系列咖啡机、咖啡器具、精品咖啡豆及限定周边，支持访客亲手操作设备制作咖啡；二楼打造居家风格休闲空间，利用品牌文化展示墙梳理品牌 94 年发展历程、经典机型与咖啡文化脉络，预留开放场地承载沙龙活动。

本次活动以 “唤醒天赋，萃享灵感” 为主题，活动期内邀请世界拉花冠军梁凡担任一日店长，咖啡师谭茜莹开设大师课程，联动烈酒、骑行品牌推出咖啡豆盲测、限定特调品鉴等跨界内容，访客可现场体验新品智控研磨、自动奶泡等核心性能，选购咖啡相关产品。活动内容与传播营销深度绑定，现场沉浸式体验、冠军咖啡师沙龙等优质线下内容，为小红书、抖音等社交平台达人打卡、生活方式媒体报道提供原生素材；铜仁路街区自带的城市文艺属性进一步放大传播声量，在传递新品降低精品咖啡制作门槛核心卖点的同时，向国内受众普及居家精品咖啡文化，夯实铂富专业咖啡厨电的品牌定位。线下体验形成的口碑持续反哺线上传播，帮助品牌深化生活方式标签，为铂富持续布局国内居家咖啡赛道积累用户资产与市场认知。

Breville’s “Breville Café & Store” pop-up space ran from September 21 to October 15, 2026, at No.88 Tongren Road, Shanghai. The event coincided with the launch of the brand-new semi-automatic coffee machine Oracle Jet BES985, marking Breville’s first limited-time slow pop-up space in mainland China. Rooted in the brand’s century-long heritage in coffee appliances, the project abandons the static display style of conventional home appliance counters and rebuilds product experience within lifestyle scenarios.

Constructed as a two-storey structure, the space adopts a restrained minimalist aesthetic. Integrated with log textures, pale plain walls and sleek black brand display stands, the design reduces heavy commercial vibes and creates a hybrid venue blending laid-back café atmosphere and product exhibition. In terms of fabrication, functional zones are distributed by floors. The ground floor houses a coffee bar, new product experience zone and retail area, exhibiting a full range of coffee machines, utensils, specialty coffee beans and limited merchandise, allowing visitors to operate equipment and brew coffee in person. The second floor is designed as a home-style lounge, where a brand heritage wall traces Breville’s 94-year evolution, iconic machines and coffee culture, with an open area reserved for salons.

Centered on the theme “Awaken Your Talent, Extract Inspiration”, the event invited world latte art champion Liang Fan as one-day store manager and barista Tan Qianying to host masterclasses. Collaborations with spirits and cycling brands brought bean blind tastings and signature beverage tastings. Visitors could test core features of the new machine including intelligent grinding and automatic milk frothing, and purchase coffee goods. On-site programming is closely interwoven with communication and marketing. Immersive experiences and champion barista salons generate original content for social media influencers and lifestyle media coverage. The artistic urban temperament of Tongren Road further amplifies public exposure. While conveying the selling point that the new machine lowers barriers to specialty coffee brewing, the event popularizes home specialty coffee culture and consolidates Breville’s identity as a professional coffee appliance brand. Word-of-mouth generated offline fuels online communication, strengthens the brand’s lifestyle positioning, and builds user reputation and market awareness for Breville’s continuous expansion in China’s home coffee sector.

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