EVA英式下午茶餐厅主题快闪

2026年07月04日-2026年08月30日

上海 高岛屋百货

项目现场

2026年7月4日至8月30日，全国首档EVA英式下午茶主题快闪登陆上海高岛屋百货，依托EVA三十周年经典IP庆典背景，突破机甲硬核的固有品牌印象，创新融合英伦轻奢美学与二次元文化，打造差异化动漫餐饮联名场景。项目分设四楼沉浸式下午茶体验空间与一楼周边专属售卖区，精准面向二次元粉丝群体，整合场景打卡、主题用餐、限定周边零售多元业态。

空间视觉以复古英伦紫与典雅米棕为主色调，融入执事女仆风格场景陈设，搭配角色等身立牌打卡区、主题用餐区与周边陈列专区，整体采用模块化软装搭建，氛围精致柔和，适配全时段氛围感拍摄与沉浸式体验。活动以展期内三日集中核心场期作为主要营销传播节点，初期采用预约制精准引流，通过下午茶套餐盲袋附赠、全域打卡集章、社交探店兑礼、阶梯消费满赠等丰富玩法，持续激活用户参与热情。

短期高密度的线下沉浸式体验，借助英伦风与机甲IP的极致反差亮点，吸引跨城粉丝到访打卡，持续产出二次元社群UGC内容，依托社交平台完成大范围自发传播，成功塑造优雅新潮的IP全新形象，打造2026年上海夏日极具代表性的动漫餐饮联名标杆快闪，实现体验、消费与圈层传播的一体化营销闭环。

From July 4 to August 30, 2026, China’s first EVANGELION British afternoon tea themed pop-up lands at Shanghai Takashimaya. Launched for the 30th anniversary of the classic EVA IP, the project breaks the rigid mechanical style stereotype by combining British retro aesthetics with secondary culture. Divided into a 4th-floor immersive dining space and a 1st-floor merchandise area, it provides integrated experiences of scene checking, themed dining and limited peripheral sales.

Adopting retro British purple and elegant beige-brown tones with butler and maid-style decorations, the venue is equipped with character standing signs, exclusive dining areas and display zones. Built with modular soft furnishings, the delicate and cozy space is highly suitable for atmospheric shooting. The three-day core intensive activities serve as the key marketing carrier. With reservation-based admission, themed blind bags, check-in stamp rewards, social sharing gifts and tiered sales benefits, the event maintains continuous online and offline popularity.

The unique contrast between hardcore mecha IP and elegant British afternoon tea attracts cross-city fans, generating massive UGC content in secondary cultural communities. It effectively refreshes the IP’s traditional image, builds a landmark anime catering pop-up in summer Shanghai, and realizes a complete marketing closed loop of offline experience, consumption transformation and online circle communication.

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