周大生 X 国家宝藏品牌盛典

2026年05月10日

嘉兴 濮院

项目预告

项目传播

项目现场

2026年5月10日，周大生于濮院时尚古镇举办「周大生X国家宝藏品牌盛典」濮院站，以「古镇雅集」为形式，将珠宝品牌活动从现代展厅迁移至千年丝绸古镇的宋代生活场景中。濮院作为江南丝绸重镇，其历史肌理与周大生「国家宝藏」系列对东方美学的当代诠释形成天然契合。

空间设计层面，项目以沉浸式展陈复刻宋代雅致生活场景，将珠宝陈列嵌入焚香、点茶、挂画、插花的宋人四艺氛围中，弱化商业属性，强化文化仪式感。制作层面，国家宝藏金品大使夏之光亲临现场，以明星势能放大「国宝文化」理念的传播声量，通过分享与互动将文物背后的历史叙事转化为年轻消费者可感知的情感连接。

此次盛典不仅是周大生「国家宝藏」IP的产品发布，更是本土珠宝品牌以「文化考古」思维重构高端消费场景的深度实践——通过将宋韵美学植入古镇空间，为国潮品牌如何借助历史场域实现从「黄金售卖」到「文化叙事」的跃升，提供了极具东方格调的范本。

On May 10, 2026, Zhou Dasheng hosted the "Zhou Dasheng × National Treasure Brand Gala" at Puyuan Fashion Ancient Town, adopting the "Ancient Town Elegant Gathering" format to migrate jewelry brand activations from modern showrooms into Song Dynasty life scenarios within a millennia-old silk town. As a historic Jiangnan silk hub, Puyuan's architectural fabric naturally aligns with Zhou Dasheng's "National Treasure" collection's contemporary interpretation of Oriental aesthetics.

Spatially, the project employed immersive scenography to recreate Song Dynasty elegant living, embedding jewelry displays within the four arts of Song literati—incense, tea, painting, and flower arrangement—diluting commercial attributes while amplifying cultural ritual. Execution-wise, National Treasure Gold Ambassador Xia Zhiguang's presence magnified the dissemination of "national treasure culture" through star power, converting historical narratives behind cultural relics into perceivable emotional connections for younger consumers.

Beyond a product launch for Zhou Dasheng's "National Treasure" IP, this gala represents a profound practice in which本土jewelry brands reconstruct high-end consumption scenarios through "cultural archaeology" thinking—implanting Song aesthetics within ancient town spaces to offer an elegantly Oriental paradigm for how Guochao brands can achieve the leap from "gold vending" to "cultural storytelling" through historic venues.

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