馥华诗Courvoisier“循规不蹈矩派对”

馥华诗Courvoisier“循规不蹈矩派对”

2026年10月23日

上海 INS新乐园

项目传播

项目现场

馥华诗 Courvoisier「循规不蹈矩派对」落地上海 INS 新乐园，作为 REBOLD 锐邑新品中国首秀，是品牌自拿破仑时代传承至今的经典干邑谱系，面向国内年轻世代发起的一次场景革新，项目以 “馥有新邑，循规不蹈矩” 为核心主张，打破干邑必须庄重品鉴的固有认知，把百年烈酒文化移植进都市潮流夜生活语境，同步开启城市巡展叙事。

空间造型采用紫绿撞色作为主视觉，延续锐邑瓶身标志性色调，入口以等比例放大的巨型酒瓶装置作为视觉锚点，延伸出多分区沉浸式派对场域，串联品牌打卡区、调饮吧台、舞台舞池与社交卡座；大量运用镜面、霓虹灯带、发光灯箱与地投光影，硬朗几何框架叠加流动光效，弱化传统奢华厚重感，在俱乐部原生暗调基底上制造虚实交错的赛博质感，品牌标识 “Pass The Courvoisier” 以多种字体形式散落在通道、墙面与地面，引导人流自然游走。

制作层面采用模块化发光结构与可复用亚克力、灯组构件，兼顾快速搭建与后续巡展转运，灯光系统同步联动现场音控，随表演节奏动态切换明暗色彩，镜面材质既放大空间纵深感，也为打卡拍摄提供天然反光衬底，整体工艺优先适配夜间影像出片，兼顾潮流质感与商业落地效率。

现场内容融合创意特调试饮、限定酒款体验、突袭式舞蹈快闪、互动抓拍与嘉宾演出，消解品鉴仪式，鼓励宾客自由混搭饮用方式，传递分享式饮酒理念；活动内容与传播深度咬合，媒体 KOL、潮流创作者受邀到场，以派对实拍、调饮教程、现场花絮产出社交内容，打卡装置天然适配小红书、抖音传播，线下实拍素材反哺线上话题，持续为成都等后续巡展站点预热，完成新品曝光、场景教育、种草转化的传播闭环。

项目意义在于为老牌干邑完成代际转译，不抛弃品牌历史底蕴，而是以派对作为沟通载体，重构烈酒社交语言，证明经典产区风味可以跳出高脚杯，融入年轻人日常欢聚，为高端洋酒开辟年轻化、场景化的长效运营范式。

Courvoisier “Follow the Rules, Break the Mold” Party debuts at Shanghai INS Paradise as the China launch of its new REBOLD expression. Rooted in the legacy of the historic cognac house dating back to the Napoleon era, the activation reinterprets classic cognac culture for young Chinese audiences under the slogan “Pass The Courvoisier”. It dismantles the stereotype that cognac belongs only to formal tasting rituals and transplants centuries-old spirits heritage into contemporary urban nightlife, kicking off a cross-city tour. The space is defined by a striking purple-and-green palette inherited from the REBOLD bottle.

An oversized replica bottle anchors the entrance, leading visitors through interconnected zones including photo installations, bespoke cocktail bars, performance dancefloors and social lounges. Mirrored panels, neon strips, illuminated lightboxes and floor projection layers build a layered, cyber-infused atmosphere atop the venue’s dark club shell. Geometric frames and repeated “Pass The Courvoisier” typography guide circulation while keeping the visual identity cohesive.

The build relies on modular luminous assemblies with reusable acrylic and lighting fixtures, engineered for fast installation and seamless touring relocation. Lighting is synced to live sound, shifting hues and intensity alongside performances; mirrors expand spatial depth while serving as ready-made backdrops for social capture, balancing high-impact aesthetics with practical production constraints.

On-site programming features signature serve tastings, limited-edition product showcases, impromptu dance flash mobs, roaming photographers and live acts, stripping away rigid tasting etiquette and celebrating flexible, shareable drinking styles. Experience and communication are tightly integrated: invited media, creators and influencers generate behind-the-scenes clips, mixology guides and visual diaries. The photo-friendly set drives organic UGC, while assets captured in Shanghai fuel pre-heat for subsequent stops such as Chengdu, forming a full funnel of brand awareness, category education and conversion.

Strategically, the project delivers a generational translation for the heritage cognac label. Honouring its pedigree while adopting party culture as a conversational medium, it rewrites the social vocabulary of premium spirits, proving fine cognac can step outside formal tasting rooms and fit naturally into modern gatherings, building a repeatable, scene-led model for long-term youth engagement.

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