霸王茶姬奇妙岛快闪

2026年06月18日-2026年06月19日

上海 长宁来福士

项目现场

本项目是霸王茶姬落地上海长宁来福士中庭的城市限时沉浸式主题快闪项目，核心为将品牌线上虚拟社区CHAGEE TOWN奇妙岛进行实体化落地，以“于此入境，想象无边”为核心创意概念，是品牌年轻化沉浸式营销的重要战略布局。当下新茶饮行业竞争趋于同质化，传统门店售卖、常规促销活动已难以打动年轻消费群体，品牌纷纷转向场景化、体验式、情感化营销，深耕年轻用户圈层、强化粉丝情感绑定成为茶饮品牌升级的核心方向。霸王茶姬依托自有线上茶友互动生态，突破茶饮品牌单一产品售卖的固有模式，将线上虚拟互动体系转化为线下可触摸、可体验、可互动的实体海岛空间，借助上海长宁来福士商圈海量年轻客群与中庭开阔的流量优势，整合新品体验、IP互动、手工创作、会员权益等多元内容，融合东方茶香底蕴与治愈系幻想美学，打造专属年轻消费者的社交休闲场景，进一步拉近品牌与新生代茶客的情感联结，夯实品牌年轻化、场景化的市场定位。

从项目空间与造型设计层面来看，整场快闪空间构建出完整的沉浸式海岛幻境，视觉体系以清新浅绿、温柔奶白搭配品牌标志性原木色调为主，色彩搭配松弛柔和，彻底弱化商业场景的功利感，营造治愈梦幻的沉浸式氛围。空间采用流畅连贯的环岛式动线设计，无生硬隔断，访客入场即可领取专属岛民指南，开启趣味集章闯关体验，动线逻辑贴合游玩式体验逻辑，适配年轻群体打卡漫游的行为习惯。场内科学划分四大核心功能板块，分别为星愿池、灵感妙妙屋、奇想工坊与茶饮品鉴区，实现游玩、互动、创作、品饮的功能全覆盖。全场视觉核心聚焦巨型茶小象气模与海岛帆船主题装置，辅以云朵、椰树、悬浮岛屿等软装造景，全方位塑造轻盈梦幻的登岛沉浸式体验；各功能区域拥有专属主题玩法，星愿池承载用户心愿投稿与品牌圆梦互动，灵感妙妙屋打造趣味茶小象IP换装体验，奇想工坊提供香包、团扇等国风轻手工DIY项目，品鉴区专属陈列摇摇沙系列新品并开放免费试饮，多元场景相互融合，兼顾视觉观赏性与互动趣味性，形成完整且层次丰富的主题空间叙事。

在项目制作与落地执行层面，本次快闪空间全程采用轻量化模块化装配式施工工艺，高度适配商场中庭限时特装的搭建规范、场地荷载及快速拆装需求。整体装置摒弃厚重硬质墙体与固定结构，大量运用充气软膜、原木矮展陈台、布艺软装等轻量化材质，整体结构轻盈通透、安全性高，且所有主题装置均可拆分重组，可复用至后续多城市巡展，大幅提升项目物料利用率与落地性价比。灯光系统统一采用柔和漫射暖光，摒弃高对比强光，最大化烘托海岛清新治愈的主题氛围，弱化商业展销属性，强化沉浸式体验质感。同时，项目实现全视觉体系统一，场地导视标识、集章印章、周边礼品、互动物料均深度贴合CHAGEE TOWN奇妙岛主题风格，全方位植入茶小象核心IP元素，从空间造型、视觉画面到细节物料形成闭环式主题叙事，保障整体场景的完整性与精致度。项目配套完善的用户互动激励体系，访客完成全点位集章打卡、社交平台分享即可兑换城市限定杯、冰箱贴、主题卡包等独家周边，以低门槛、高质感的互动玩法驱动用户自发传播。

从项目核心意义与行业价值层面解读，本次CHAGEE TOWN奇妙岛线下落地项目，是霸王茶姬从“茶饮售卖品牌”向“年轻文化社交品牌”转型的标志性实践。品牌层面，项目成功实现线上虚拟社群与线下实体场景的双向打通，将线上粉丝互动体系实体化，通过沉浸式IP场景、趣味互动体验深化用户情感共鸣，强化品牌年轻化、治愈系、国风幻想的差异化标签，有效提升用户粘性与品牌粉丝忠诚度。营销层面，项目跳出新茶饮同质化促销模式，以高颜值沉浸式场景、多元化轻体验玩法撬动海量用户自发产出UGC内容，依托上海核心商圈年轻流量持续扩散活动热度，低成本实现全域社交传播，成功打造上海夏日国风茶饮特色治愈打卡地标。行业层面，项目为新茶饮品牌虚实结合的场景化营销提供了优质范本，验证了线上私域社群线下实体化落地的可行性，模块化可复用的搭建模式、沉浸式IP叙事+多元体验的运营模式，为茶饮行业年轻化、沉浸式、长效化营销升级提供了全新思路与实践参考。

This project is a limited-time immersive themed pop-up launched by CHAGEE at Changning Raffles City Shanghai, which physically presents the brand’s online virtual community CHAGEE TOWN under the core concept of "Enter the realm, boundless imagination". It serves as a crucial strategic layout for the brand’s youthful and immersive marketing. Amid the homogenized competition in the new tea beverage industry, traditional product sales and conventional promotions can no longer attract young consumers. Therefore, empowering youth community bonding and emotional connection has become the core of brand upgrading. Breaking the single sales-oriented model of tea brands, CHAGEE transforms its online fan interaction system into a tangible offline island experience space. Leveraging the large young customer flow and open atrium layout of Changning Raffles City, the project integrates new product tasting, IP interaction, handcraft experience and member benefits. It builds a social check-in scenario that combines oriental tea charm and healing fantasy aesthetics, effectively strengthening the brand’s youthful marketing layout and bridging the emotional gap between the brand and young tea lovers.

In terms of project space and styling design, the entire pop-up space creates a fully immersive healing island fantasy. Adopting fresh light green, creamy white and brand logwood tone as the unified visual system, the space presents a relaxed and dreamy atmosphere with minimal commercial sense. Designed with a smooth circular island circulation, the venue allows visitors to start a stamp-collecting interactive journey with exclusive islander guides upon entry. The space is divided into four core functional areas: Wish Pool, Fantasy House, Creation Workshop and Tea Tasting Area. Centered on the giant baby elephant air model and island sailing boat installation, the whole venue is decorated with cloud, coconut tree and floating island soft furnishings to shape a light and immersive island atmosphere. Each functional zone features exclusive interactive experiences: the Wish Pool supports wish writing and brand dream-realization activities, the Fantasy House provides fun IP dressing interaction, the Creation Workshop offers traditional Chinese DIY experiences including sachet and fan making, and the tasting area displays and provides free trials of the new Shakesand series. The integrated spatial design meets multiple demands of checking in, entertainment and tea tasting, forming a complete and layered thematic narrative.

In terms of project production and execution, the pop-up adopts a lightweight modular assembly construction process, fully complying with the shopping mall’s temporary installation standards, load limits and rapid assembly and disassembly requirements. Abandoning heavy hard partitions and fixed structures, the venue extensively uses inflatable soft films, log display stands and fabric decorations. All installations are detachable and reusable for subsequent urban roadshows, greatly improving material utilization and project cost performance. The whole venue is equipped with soft diffused warm lighting to highlight the fresh and healing island atmosphere while weakening commercial attributes. All visual materials including venue guidance, custom stamps and peripheral gifts uniformly follow the CHAGEE TOWN visual system with in-depth Baby Elephant IP implantation, realizing a closed-loop thematic presentation from overall spatial styling to detailed decorations. Supported by a complete user incentive mechanism, visitors can redeem exclusive limited peripherals including city-specific cups, fridge magnets and themed card packs by completing full-point check-in and social sharing, stimulating spontaneous user communication with low-threshold and high-quality interactive gameplay.

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