ECCO「自然有动线」上海新天地主题空间

ECCO「自然有动线」上海新天地主题空间

2026年10月29日-2026年11月03日

上海 新天地时尚一期

项目现场

丹麦北欧鞋履品牌 ECCO 登陆上海新天地，启幕「自然有动线」双形态主题空间，以「自在鱼游」为创作意象，重磅首发全新 BIOM 秋冬成衣系列，将 BIOM 经典人体工学基因从鞋履延伸至服饰，以流动的空间叙事诠释都市与山野之间自在游走的户外美学，采用短期快闪叠加长线慢闪的组合模式，在石库门街区打造一座如水般舒展的沉浸式艺术展场。

整体空间以渐变薰衣草紫、冰蓝为基调，贯穿连续流动的有机曲线，消解方正展陈的边界，呼应成衣 “动态剪裁” 的核心。临街外立面矗立多组巨型抽象鱼尾装置，舒展上扬的曲面在街区形成强烈地标，路过人流即可捕捉品牌视觉；步入室内，中心环岛矗立主视觉鱼尾雕塑与镜面水滴艺术装置，是全场核心打卡锚点。

展区依循自然叙事动线划分四大板块：品牌溯源墙、BIOM 科技解读区、成衣鞋履主陈列区、互动打卡体验区。溯源墙梳理 ECCO 自 1963 年以来的制鞋工艺演进；BIOM 展示墙拆解人体工学、鞋楦研发与动态版型逻辑，打通鞋履与成衣的设计同源关系；流线型悬浮展架顺着波纹轮廓排布，高低错落承载成衣与鞋款，弧形通透背板配合渐变柔光，强化水波漫延的视觉联想。空间材质选用渐变烤漆曲面、抛光镜面不锈钢、弧形软膜、漫射柔光灯带与微水泥地面，柔和曲面弱化硬质商业感，光影在曲面装置上持续流动，实现 “动线即自然” 的空间表达。

商品矩阵围绕全新 BIOM 秋冬成衣系列打造完整都市户外穿搭体系。核心单品为女性「鱼游软壳外套」，以鱼尾为灵感，多层下摆塑造灵动荷叶边廓形；同步推出男款驭风外套，搭载专业户外功能面料；搭配全新 BIOM C‑TRAIL 机能鞋履、休闲鞋款、配饰，延续品牌一贯舒适机能路线。现场提供试穿体验、穿搭搭配服务，新天地限定打卡礼遇同步上线，打卡发布社交平台可兑换品牌周边。

开幕当日，品牌全线代言人黄景瑜亲临现场，参与水滴汇聚启幕仪式，演绎 BIOM 系列都市户外造型，引爆首日热度。 传播策略依托新天地街区流量属性，以户外地标装置先行破圈，启幕活动以明星到场引爆首轮声量。线上联动时尚媒体、户外穿搭博主、质感生活 KOL，产出装置美学、新品穿搭、人体工学科技解读三类内容；线下沿街巨幅画面、导视地贴引导客流，打通街区到室内的游览路径。

项目跳出传统鞋履快闪框架，把 BIOM “顺应人体自然运动” 的底层理念转化为空间语言，让自然流动不止停留在面料剪裁，而是访客可以亲身行走、感知的空间体验，完成 ECCO 从鞋履品牌向完整都市户外生活方式的表达升级。

Danish Nordic footwear brand ECCO presents “Nature in Motion”, a dual-phase experiential space in Shanghai Xintiandi. Inspired by “fish swimming freely”, the activation debuts the brand-new BIOM Autumn/Winter ready-to-wear collection, extending the iconic ergonomic philosophy from footwear to apparel. Blending a short-term pop-up and an extended slow exhibition, it builds a fluid, immersive venue amid the Shikumen quarter, interpreting an outdoor aesthetic of free movement between city and wilderness.

Dominated by gradient lavender and icy blue, the space is woven with continuous organic curves that dissolve rigid retail boundaries, echoing the collection’s dynamic tailoring. Oversized abstract fish-tail sculptures rise along the street facade, forming an eye-catching landmark visible from the pedestrian street. Inside, the central circular platform anchors the installation centrepiece: a monumental fish-tail sculpture paired with mirrored water-drop forms.

The visitor journey unfolds across four zones: brand heritage gallery, BIOM technology showcase, apparel & footwear display, and interactive photo zone. The heritage wall traces ECCO’s craftsmanship since 1963, while the BIOM exhibit decodes its ergonomic lasts and pattern logic, drawing a clear creative link between shoes and clothing. Streamlined floating fixtures follow rippling contours to present garments and footwear, framed by curved translucent backdrops and gradient lighting to amplify the water-flow illusion.

Materials include gradient lacquered curved panels, polished mirror stainless steel, soft curved membrane, diffused linear lighting and micro-cement flooring. Gentle sculptural forms soften commercial rigidity, with light shifting continuously across surfaces to embody the idea that movement itself is nature. The merchandise lineup builds a full urban outdoor wardrobe around the new BIOM ready-to-wear range. The highlight is the women’s “Swim Shell Jacket”, designed with layered hem panels that mimic the flowing silhouette of a fish tail. The men’s Windbreaker, crafted with technical outdoor fabric, sits alongside the new BIOM C-TRAIL footwear and accessories, staying true to ECCO’s comfort-first ethos.

On-site styling consultation and fitting service are available, together with Xintiandi exclusive rewards for social sharing. On opening day, brand ambassador Huang Jingyu attended the launch ceremony, wearing BIOM to interpret the urban outdoor look and drive immediate public attention. The campaign leverages Xintiandi’s high footfall, with the street-side landmark installation leading visibility, amplified by the ambassador appearance for launch momentum. Online, fashion platforms, outdoor style creators and lifestyle influencers release content covering spatial aesthetics, outfit styling and ergonomic technology. Offline, large-format visuals and directional floor graphics guide visitors from the pedestrian street inward.

Moving beyond conventional footwear pop-ups, the project translates BIOM’s core principle — enabling natural human movement — into built form. The flow is no longer confined to garment cuts; it becomes a walkable, sensory experience, marking ECCO’s evolution from a footwear specialist toward a holistic urban outdoor lifestyle brand.

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