Brunch Brother 水上世界

2026年06月18日-2026年08月31日

上海 久光中心

项目现场

2026年6月25日至8月31日，韩国治愈吐司IP BRUNCH BROTHER落地上海久光中心户外广场，打造水上世界全国首站，总面积超1000㎡，以「面包餐桌搬进夏日泳池」为核心创意，将吐司、煎蛋、可颂等早午餐元素转化为全套水上游乐装置，面向亲子家庭、年轻打卡群体打造城市中心轻量化消暑水乐园，区别于郊外大型水上乐园，依托大宁商圈成熟客流，兼顾玩水游乐、治愈打卡、IP周边零售多重体验，打造今夏沪上标志性软萌马卡龙玩水打卡地。

从空间与造型来看，整体场地采用清爽海盐蓝、奶白、果酱粉、暖蛋黄为主的马卡龙视觉体系，全域统一红白格纹餐布基底，复刻早午餐餐桌松弛氛围，户外全覆盖防晒遮阳顶，兼顾玩水舒适度与拍照出片质感。场地采用干湿分区双层动线设计，水域游玩区与干爽打卡休憩区互不干扰。沿游玩动线划分四大核心水上主题场景：吐司机双滑梯主池以巨型吐司造型充气设备为视觉核心，红蓝双滑道从吐司轮廓延伸入水；流心蛋黄蹦跳岛以巨型荷包蛋造型浮岛占据水域中心，蛋黄区域为弹性蹦床；懒人漂浮休闲池铺满吐司、甜甜圈、可颂、果酱瓶大型充气漂浮道具；奶油泡沫舞台每周固定时段开启奶油泡沫派对，定期安排IP人偶巡游互动。水域外围配套主题快闪商店、干湿分离更衣淋浴区、户外休闲休憩区。

从制作与运营层面，整套水上设施采用轻量化模块化充气搭建工艺，防水防晒材质适配商场户外限时运营，全部装置可拆分转运，支持多城市巡展。场地无硬质封闭围挡，预留充足沿街通行动线，日间柔和马卡龙配色清新治愈，夜间暖光灯带勾勒吐司、煎蛋装置轮廓。活动配套分层打卡福利机制：游客入场领取水上漫游打卡手册，集齐四大水域印章可兑换IP贴纸；社交平台发布玩水打卡图文带专属话题可领取限定吐司帆布袋；线上发售早鸟亲子特惠票，线下消费可叠加商场会员积分。

BRUNCH BROTHER作为韩国治愈系吐司IP，以软萌松弛的早午餐美学风靡亚洲年轻消费群体。此次全国首站以差异化面包IP为记忆点，将消暑玩水、治愈打卡、亲子休闲融为一体，精准覆盖遛娃家庭与潮流青年，打造市中心短途轻度假水上打卡地标，完成IP线下落地、商场暑期引流、全域社交传播完整营销闭环。

BRUNCH BROTHER "Water World" — A City Center Macaron Summer Oasis at Jiu Guang Center

From June 25 to August 31, 2026, the Korean healing toast IP BRUNCH BROTHER launched its "Water World" national debut at Shanghai Jiu Guang Center's outdoor plaza, spanning over 1,000 square meters. Anchored in the core creative concept of "moving the brunch table into the summer pool," the project transformed toast, fried eggs, croissants, and other brunch staples into a complete suite of water amusement installations, crafting a lightweight urban summer water park for families and young social-media-savvy visitors. Distinct from suburban large-scale water parks, it leveraged the Daning business district's mature foot traffic to balance water play, healing check-ins, and IP merchandise retail, establishing a signature soft, macaron-toned water play landmark for Shanghai's summer season.

In terms of spatial design and form, the overall venue adopted a refreshing macaron visual system of sea salt blue, cream white, jam pink, and warm egg yolk yellow, unified by red-and-white checkered tablecloth bases throughout—replicating the relaxed atmosphere of a brunch table spread. Full outdoor sunshade coverage balanced water play comfort with photo quality. A wet-dry zoning double-layer circulation design ensured water play areas and dry check-in rest zones remained seamlessly separate. Four core water-themed scenes lined the play route: the Toast Machine Double Slide Main Pool featured a giant toast-shaped inflatable as its visual centerpiece with red-and-blue dual slides; the Runny Yolk Bounce Island occupied the water's center with a giant fried egg float, its golden yolk serving as an elastic trampoline; the Lazy Floating Leisure Pool was filled with large inflatable toast, donut, croissant, and jam bottle floats; and the Cream Foam Stage hosted weekly foam parties with IP character parade interactions. Peripheral dry areas included a themed pop-up store, wet-dry changing and shower facilities, and outdoor lounge chairs with beverage stalls.

On the production and operations front, the entire water facility employed lightweight modular inflatable construction—waterproof and sunproof materials optimized for limited-time mall outdoor activations, with all installations fully detachable for multi-city touring. No hard enclosed barriers were deployed, preserving natural street circulation flow. By day, soft macaron tones delivered a healing visual palette; by night, warm light strips traced the contours of toast and egg forms, transforming the space into a luminous dreamscape. A tiered check-in welfare mechanism structured engagement across four water zones: visitors collected stamps to earn IP stickers, shared social media posts with exclusive hashtags to unlock limited toast tote bags, and secured early-bird family tickets with stacked mall membership points.

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