CHANEL COCO NEIGE 2026系列上海限时精品店

CHANEL COCO NEIGE 2026系列上海限时精品店

2026年10月14日

上海 武康路40弄1号

项目预告

项目传播

项目现场

CHANEL COCO NEIGE 2026 系列上海限时精品店坐落上海武康路历史洋房，是品牌 COCO NEIGE 滑雪主题系列的国内线下沉浸式发布项目，以阿尔卑斯山冬日山间小屋为叙事原型，呈现兼顾专业功能性与香奈儿经典美学的冬日时装、滑雪装备与配饰。追溯历史背景，COCO NEIGE 系列诞生于 2018 年，由 Karl Lagerfeld 创立，灵感源自 Coco Chanel 本人在 1930 年代阿尔卑斯山区的冬日生活，打破运动服饰与高级时装的边界，主张雪场内外皆可优雅，将高科技滑雪面料、斜纹软呢、双 C 标识等品牌符号融合，塑造兼具机能质感与法式格调的冬日衣橱。

本次限时店并非简单新品陈列，而是把高山雪境与 Après‑Ski 雪后休憩氛围移植到上海历史建筑内部，完成系列精神的空间转译。项目空间与造型依托老洋房原有拱窗、木质结构与复古立面，在保留建筑本体肌理的前提下，构建递进式山间小屋场景。外立面以低饱和米白与浅灰为主，搭配仿真落雪、原木围栏与雪橇装置；内部空间分为序厅雪山叙事区、成衣与滑雪装备静态展陈区、配饰体验区与雪境打卡区，室内运用仿雪地肌理地面、原木护墙板、蓬松毛绒装置还原山间木屋质感，人体模特陈列错落分布，完整展示滑雪服、羽绒外套、毛织单品、耳罩、雪地靴与包袋。

制作层面，雪面肌理采用环保可移除饰面，原木构件为预制模块化装配，保护历史建筑墙面；毛绒、羊羔毛类软装选用阻燃面料；灯光采用冷调漫射柔光，模拟冬日雪山自然光，兼顾高级时装的面料质感呈现与社交媒体拍摄需求，全部美陈轻量化搭建，展后可完整拆除复原建筑原貌。活动期开放预约制参观、造型导览、系列单品试穿，设置媒体预览、KOL 造型拍摄与品牌影像放映。

线下空间体验与传播营销深度绑定：武康路历史建筑 + 阿尔卑斯雪境场景形成极具辨识度的传播资产，媒体专题、时尚 KOL 造型大片、访客打卡图文视频，在小红书、微信、时尚媒体矩阵持续扩散，线下限时精品店作为内容源头，形成历史建筑沉浸式体验 — 时尚内容创作 — 全网品牌叙事传播 — 系列单品转化的完整闭环。

项目意义在于，该项目将 COCO NEIGE “机能优雅” 的核心理念实体化，把高山滑雪生活方式引入国内城市语境，强化香奈儿高级时装的运动基因；同时探索奢侈品牌在城市历史保护建筑内做限时文化零售的落地范式，平衡商业发布、建筑保护与艺术叙事，为高端时装系列主题快闪提供参考。

CHANEL COCO NEIGE 2026 pop-up boutique is situated inside a heritage villa on Wukang Road, Shanghai. As China’s immersive offline launch venue for the COCO NEIGE ski-themed collection, it takes an alpine winter chalet as narrative prototype, presenting winter ready-to-wear, ski gear and accessories that merge professional technical performance with classic CHANEL aesthetics. First launched in 2018 under Karl Lagerfeld, COCO NEIGE draws inspiration from Gabrielle Chanel’s winter retreats in the Alps during the 1930s. It blurs boundaries between sportswear and haute couture, advocating effortless elegance both on ski slopes and after-ski occasions. It integrates high-performance ski fabrics, tweed and interlocking C logos to build a winter wardrobe balancing technical function and French refinement.

More than a product showcase, this pop-up transplants alpine snowscapes and après-ski atmosphere into a historic Shanghai villa, translating the collection’s spirit into physical space. The spatial design preserves the villa’s original arched windows, timber framework and vintage facade, constructing layered chalet scenes without damaging heritage fabric.

The exterior adopts muted off-white and light grey tones, decorated with simulated snow, wooden fences and sledge installations. Interior zones include a snow-mountain narrative lobby, ready-to-wear and skiwear display, accessories lounge and snowy photo corner. Snow-texture flooring, wood paneling and fluffy soft furnishings recreate mountain cabin ambience, with mannequins presenting ski suits, down jackets, knitwear, earmuffs, snow boots and leather goods.

In fabrication, snow-effect surfaces use removable eco-finish; timber components adopt prefabricated modular assembly to protect heritage walls. Furry and shearling soft decor uses flame-retardant textiles. Cool diffused soft lighting mimics natural alpine daylight, highlighting fabric texture while optimizing social-media photography. All installations are lightweight and fully reversible after exhibition.

During the campaign, entry is reservation-only, offering guided styling tours, product try-ons, media previews, KOL styling shoots and brand film screenings. On-site experience is tightly integrated with marketing communication. The combination of Wukang Road heritage architecture and alpine snowscape forms highly distinctive media assets. Fashion features, KOL editorial shots and visitor UGC spread across Xiaohongshu, WeChat and fashion publications. The offline boutique acts as content origin, forming a closed loop: heritage-space immersion, fashion content creation, cross-platform brand storytelling and merchandise conversion.

This project materializes COCO NEIGE’s core philosophy of “functional elegance”, bringing alpine ski lifestyle into urban China and reinforcing CHANEL’s sportswear heritage. It also explores a model for luxury pop-up retail within protected urban heritage buildings, balancing commercial launch, architectural conservation and artistic narrative, setting a benchmark for high-fashion seasonal pop-ups.

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