CANDIE'S 限时快闪

CANDIE'S快闪店

2026年10月10日-2026年10月20日

上海 延庆路34号

项目现场

CANDIE'S 限时快闪落地上海衡复风貌区延庆路老洋房沿街，依托梧桐街区 Citywalk 自然流量，打造复古甜酷少女风主题空间。项目背景根植于当下城市漫游文化兴起的趋势，衡复风貌区延庆路聚集大量特色独立小店，是上海 Citywalk 的热门路线，年轻群体习惯漫步街区、探店打卡，这类小型沿街老洋房空间，区别于商场内大型快闪，更适合营造松弛的街区式消费体验。

项目在空间造型与制作上延续 CANDIE'S 标志性千禧美学，以复古粉色与黑色撞色作为主色调，搭配格纹、蝴蝶结等品牌经典视觉元素，在沿街橱窗与室内空间布置巨型品牌视觉装置，兼顾街道路人的远距离视觉吸引与进店后的沉浸式街拍打卡需求。店铺体量小巧精致，内部陈列品牌新款女装、配饰与鞋包，同步推出本次延庆路快闪限定单品；空间设置打卡拍照区域与留言板，访客参与打卡集章任务，即可领取品牌限定贴纸、明信片等轻量周边礼品。整个空间将零售售卖与场景打卡融为一体，嵌入延庆路网红小店集群之中，成为城市漫游路线上的一站。

活动期的现场内容和传播营销紧密联动，梧桐街道、老洋房建筑搭配千禧甜酷风格的室内场景，天然具备街拍氛围感，面向千禧风穿搭爱好者与城市漫游青年，到访游客自发产出街拍、穿搭打卡内容，在社交平台扩散传播。项目意义在于探索小体量沿街限时零售的新形态，跳出商场封闭展厅的传统快闪模式，把品牌场景植入城市历史街区，借 Citywalk 客流完成品牌曝光。项目不止是新品陈列与限定款售卖，而是将店铺打造为街区漫游节点，利用低成本、轻量化的美陈装置实现品牌风格表达，借助游客 UGC 打卡内容扩大传播，实现品牌风格输出、线下零售转化和圈层种草传播的多重目标。

CANDIE’S limited-time pop-up store opens along a historic villa on Yanqing Road in Shanghai’s Hengfu Conservation Area, leveraging foot traffic from city walkers to build a retro sweet-cool girly-themed space. Against the backdrop of the booming urban wandering culture, Yanqing Road in the Hengfu area is lined with distinctive independent boutiques and serves as a popular city-walking route in Shanghai. Young visitors love wandering and exploring local shops. This compact storefront inside an old villa differs from large-scale mall pop-ups and delivers a laid-back neighborhood shopping experience.

In terms of spatial design and fabrication, the venue carries CANDIE’S iconic Y2K aesthetic. It adopts retro pink-and-black color blocking paired with classic motifs including plaid and bows. Oversized brand art installations are placed in street windows and interior areas to attract passers-by from a distance and create immersive street-photography spots for visitors. The compact shop showcases the brand’s new women’s wear, accessories, shoes and bags, alongside exclusive limited items launched for the Yanqing Road pop-up. A photo zone and message board are arranged inside. Visitors who complete stamp-collection challenges can receive small gifts such as branded stickers and postcards. Merging retail and photo experience, the store integrates into the cluster of popular local shops and becomes one stop on the urban wandering route.

On-site experience and marketing communications are closely linked. The combination of plane trees, old villa architecture and Y2K sweet-cool interior creates strong street-shooting atmosphere. Targeting Y2K fashion lovers and city walkers, visitors spontaneously post street snaps and outfit content to fuel social media buzz. This project explores a new format of small-scale street-side pop-up retail. Breaking away from enclosed mall exhibition halls, it embeds brand experience into historic urban blocks and gains exposure through city-walk visitors. More than a showroom for new arrivals and limited merchandise, the pop-up acts as a landmark on city walking routes. Lightweight installations express brand identity with reasonable cost. Powered by visitor-generated UGC content, it achieves multiple goals including brand style communication, offline retail conversion and community seeding.

关于 CANDIE'S

CANDIE'S 诞生于 1981 年，源自美国，最初凭借标志性木底凉拖风靡欧美少女市场，是千禧年代极具代表性的少淑时尚品牌，隶属于 Iconix 品牌集团。品牌主打甜酷少女风格，擅长运用蝴蝶结、格纹、粉黑撞色等元素塑造 Y2K 复古氛围，产品线覆盖女装、鞋履、配饰，风格俏皮年轻化。进入国内市场后持续深耕千禧美学，擅长以街区快闪、主题门店等轻量化线下形式触达年轻穿搭群体，传递复古甜美的少女时尚态度。

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