Burberry盛夏秘境限时精品店

2026年06月18日-2026年08月31日

上海 恒隆广场

项目现场

Burberry「盛夏秘境」限时精品店线下快闪项目，落地上海恒隆广场户外艺术展区，运营周期覆盖 6 月 18 日至 8 月 31 日，是品牌夏季新品与七夕限定系列重点线下展示载体，拥有清晰的奢侈品线下场景化营销行业背景。高端奢侈品牌逐步跳出传统室内专柜的单一售卖模式，发力户外沉浸式限时空间打造，依托城市核心高端商圈打造兼具艺术感与社交传播属性的体验场景，借助场景美学传递品牌文化内核。本次项目以英式古典庄园园林为核心创作灵感，区别于常规简约极简风奢品快闪，深挖英伦园艺复古美学，搭配品牌经典格纹、骑士图腾等标志性视觉符号，结合夏季新品穿搭完成风格融合，开幕邀请品牌代言人吴磊及一众艺人到场加持，借助恒隆广场南京西路商圈高净值消费客流，搭建集打卡传播、新品品鉴、休闲互动于一体的高端户外体验场，完整传递松弛复古的英式夏日氛围，成为品牌夏季线下营销的核心落地阵地。

从项目空间与造型设计维度来看，整套户外体验空间以浓郁英伦绿作为统一主视觉基调，整体动线叙事层次分明，以交错仿真树篱迷宫作为空间入口开篇，迷宫地面铺装印有品牌经典格纹纹样，沿路错落排布骑士骏马、野兔主题白色雕塑与天鹅造型镜面喷泉，多组景观装置形成多层次打卡观景节点，构建移步异景的园林式游览动线。迷宫核心位置设置六边形玻璃温室作为精品店主体建筑，通透绿色金属框架搭配大面积落地玻璃，弱化实体墙体的厚重感，室内采用低饱和度柔和灯光，弱化传统专柜浓烈的商业展销氛围，重点烘托嘎巴甸风衣、格纹成衣、Tavistock 包袋、艺术家联名胶囊及七夕限定单品的面料、皮具细腻质感。园区外围配套多组生活化休闲造型场景，复刻品牌视觉的复古绿色移动咖啡车、黑白格纹草坪休憩区、巨型户外互动棋盘有序分布于温室周边，完整复刻英伦庄园日常休闲图景；整体造型统一锚定古典庄园园林内核，将自然绿植、复古雕塑、现代玻璃建筑、品牌经典视觉符号有机融合，平衡奢侈品高级质感与户外花园松弛氛围感，多维度视觉点位适配社交平台拍照传播需求。

在项目制作与落地执行层面，整套场地采用模块化户外装配式施工工艺，适配户外长期陈列的使用需求，在造型美观度与户外耐候性能之间实现平衡。仿真树篱、景观绿植统一定制适配户外日晒环境的耐久材质，骑士、野兔、天鹅雕塑采用玻璃钢材质打造，兼顾造型精细度与户外防水抗老化特性；核心六边形玻璃温室采用标准化金属框架预制构件现场组装，大幅缩短户外搭建工期，玻璃结构做防护处理适配露天环境。配套互动设施同步定制化落地，复古咖啡车完整复刻品牌色彩与标识体系，户外棋盘、格纹休闲座椅统一匹配全场英伦绿 + 格纹视觉规范；全空间灯光系统分户外景观氛围灯、室内精品展陈灯光两套体系分区调试，户外灯光烘托园林夜景氛围，室内柔光系统聚焦服饰包袋展品质感。整套制作链路覆盖景观装置、主体门店、休闲配套全品类物料，一体化统筹视觉标准、户外耐久工艺、游客互动功能三大需求，完整承接打卡出片、新品选购、轻休闲体验的全流程场景需求。

Burberry’s limited-time pop-up boutique “Secret Summer Garden” located in the outdoor art zone of Plaza 66 Shanghai, operating from June 18 to August 31. It acts as the core offline exhibition venue for the brand’s summer new collection and Qixi limited editions, against a clear industrial backdrop of scenario-based marketing for luxury brands. Premium luxury labels have gradually moved beyond traditional indoor counters to develop immersive outdoor pop-up spaces with artistic and social attributes, conveying brand culture through integrated aesthetic scenes. Drawing core inspiration from classic British manor gardens, this campaign differentiates itself from minimalist conventional luxury pop-ups by exploring retro British horticultural aesthetics, integrated with the brand’s iconic check pattern and equestrian motifs, matched with modern summer ready-to-wear styling. The opening ceremony invited brand ambassador Leo Wu and numerous celebrities to boost exposure. Leveraging high-net-worth foot traffic at Plaza 66 on West Nanjing Road, the venue creates an exclusive premium space combining social check-in, product appreciation and casual interaction, delivering a laid-back retro British summer vibe and serving as the brand’s key offline marketing hub for the summer season.

From the perspective of project space and styling design, the entire outdoor venue adopts rich British green as the unified core color tone, with a layered narrative circulation layout. Visitors enter through a staggered artificial hedge maze printed with Burberry’s classic check pattern on the ground, dotted with white sculptures of horses and hares as well as a swan mirror fountain, forming multi-layered scenic check-in spots that deliver varied views at every turn. At the heart of the maze stands a hexagonal glass greenhouse functioning as the main boutique, constructed with transparent green metal frames and full-height glass panels to reduce the heavy sense of solid walls. Soft low-saturation lighting inside minimizes commercial retail atmosphere, highlighting the delicate texture of Gabardine trench coats, check apparel, Tavistock bags, artist collaboration capsule pieces and Qixi exclusive items. Multiple lifestyle leisure zones are arranged around the greenhouse, including a retro green coffee cart printed with brand logos, a checkered lawn lounge with black-and-white check seating, and an oversized outdoor chessboard for guest interaction, fully recreating the casual daily atmosphere of British country manors. Centered on classical garden aesthetics, the overall styling organically combines natural greenery, retro sculptures, modern glass architecture and iconic brand visuals, balancing luxury sophistication and the relaxed vibe of an outdoor garden, with abundant visual spots optimized for social media photography.

In terms of project production and on-site execution, the whole venue adopts modular outdoor prefabricated construction to meet long-term outdoor display requirements, balancing aesthetic presentation and outdoor durability. Custom artificial hedges and landscape plants are made of weather-resistant materials suitable for long sun exposure; equestrian, hare and swan sculptures are crafted from fiberglass to retain intricate detailing while resisting water and aging outdoors. The core hexagonal glass greenhouse is assembled on-site with prefabricated standard metal frames to shorten construction schedules, and all glass panels are treated with protective coatings for open-air conditions. Supporting interactive facilities are fully customized: the vintage coffee cart follows unified brand color and logo standards, while the outdoor chess set and check lounge seats align with the venue’s British green and check visual system. Two independent lighting systems are deployed and calibrated separately: landscape ambient lighting shapes garden night scenes, while soft indoor spotlights accentuate the texture of clothing and leather goods. The full production workflow covers landscape installations, the main boutique and leisure supporting facilities, coordinating unified visual standards, outdoor weatherproof craftsmanship and visitor interactive functions to deliver a complete experience chain covering photo check-in, product shopping and casual relaxation.

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