「天丝™的舒适圈」线下快闪

「天丝™的舒适圈」线下快闪

2026年10月16日-2026年10月18日

上海 创邑SPACE弘基室外草坪

项目现场

本项目为奥地利兰精集团旗下天丝™TENCEL™纤维品牌打造的「天丝™的舒适圈」限时户外快闪，落地上海愚园路创邑 SPACE 草坪，以 “织就舒适，自然而然” 为核心主题，联动罗莱、Babycare、维多利亚的秘密、艾诺丝雅诗、Outopia、杰克琼斯六大消费品牌，集中展示天丝™莱赛尔、莫代尔纤维在家居、母婴、内衣、女装、户外与牛仔多品类的应用场景。、

天丝™诞生于 1992 年，依托兰精数十年木质纤维研发积淀，原料取自可持续认证森林，以低耗环保工艺打造兼具亲肤触感与可生物降解属性的再生纤维素纤维；本次快闪跳出原料品牌传统 B 端沟通模式，面向 C 端消费者，把纤维的触感优势转化为沉浸式体验场景。

整体空间以开放式弧形白色展墙搭配原生草坪绿植，构筑半围合式舒适圈层造型，划分面料触感体验区、多品类成衣陈列区、自然叙事影像区与互动打卡点位；制作上采用轻量化模块化装配式展具，可快速拆装、材料可回收，契合品牌可持续理念，半透板材与嵌入式样品橱窗直观呈现面料肌理，访客可触摸对比天丝™面料与普通织物的触感差异。

活动期设置面料科普分享、穿搭体验、触感盲测、打卡集章等内容，将抽象纤维技术转化为可感知的现场互动。线下体验与传播营销形成联动闭环，活动前期线上释放自然舒适向预热内容，现场邀请生活方式 KOL、时尚媒体到场探访，鼓励访客拍摄空间与面料实拍内容在小红书、抖音产出 UGC，借真实触摸体验破除消费者对纤维原料的认知壁垒。

项目意义在于打通原料品牌直达终端消费者的沟通链路，不再只面向服装家纺厂商，面向大众传递天丝™自然、舒适、可持续的核心价值，建立 “天丝 = 肌肤舒适圈” 的用户心智，强化产业链上下游品牌协同，拓展纤维品牌在消费市场的影响力。

This pop-up, TENCEL™ Comfort Zone, is an outdoor limited event for TENCEL™ fiber brand under Lenzing Group, located at Chuangyi Space lawn on Shanghai Yuyuan Road. Centered on the theme Weave Comfort Naturally, it collaborates with six consumer brands across home textile, maternity, lingerie, apparel and outdoor categories to demonstrate the application of TENCEL™ Lyocell and Modal fibers. Founded in 1992, TENCEL™ inherits decades of wood-based fiber R&D of Lenzing. Its raw materials are sourced from sustainably certified forests with eco-friendly production, delivering soft, biodegradable regenerated cellulose fiber.

Breaking the traditional B2B communication of raw material brands, this project translates fiber advantages into immersive C 端 experience. The space adopts curved white display walls integrated with lawn greenery, forming a semi-enclosed comfort zone. Zones include fabric touch station, multi-category garment display, nature media room and photo spots. Built with lightweight modular reusable fixtures for rapid assembly and disassembly, it aligns with sustainability ethos. Transparent panels and embedded display windows allow visitors to compare fabric textures.

On-site programs cover material lectures, styling experience, blind touch tests and stamp collection, turning abstract fiber technology into tangible interaction. Marketing forms a full loop: pre-event online teasers, KOL and media on-site visits, plus UGC sharing on Xiaohongshu and Douyin generated by visitors.

The project connects raw material brand directly with end consumers, conveying TENCEL’s value of nature, comfort and sustainability. It builds the consumer mindset that TENCEL creates a comfort zone for skin, strengthens cross-industry brand cooperation and expands the influence of fiber brand in consumer market.

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