嘉顿「幸福路」主题快闪

嘉顿「幸福路」主题快闪

2026年10月16日-2026年10月19日

上海 M + 幸福里

项目预告

项目传播

项目现场

嘉顿「幸福路」主题快闪落地上海长宁幸福里 M + 幸福里，作为品牌百年诞辰系列线下项目，依托嘉顿自 1926 年起源香港、承载几代人烘焙记忆的历史积淀，以 “爱情和面包全都要” 为核心命题，借幸福路这一地名意象，打造一条连贯松弛的城市 Citywalk 式沉浸式体验动线，跳出传统食品快闪的售卖逻辑，把品牌长久传递的日常温暖、烟火幸福感具象化。

整体空间贴合街区梧桐街巷的原生氛围，造型柔和治愈，以奶白、浅暖黄搭配品牌经典红作为主色调，沿步行动线依次排布面包镜面墙、幸福斑马线、幸福小票机、幸福拍报机与百年 100 纪念装置，制作上采用轻量化落地装置、镜面反光板材、UV 软膜喷绘与趣味互动机械模块，兼顾街区户外场景的安装便捷性、低侵入感与拍照出片属性，镜面墙放大面包元素视觉，斑马线地面标识强化 “行走幸福路” 的叙事感，互动机具实现即时生成小票、复古报纸照片的仪式感输出，和街区文艺松弛气质相融。

活动期开放免费打卡、产品试吃、集章兑换限定周边，现场体验与线上传播深度绑定，引导访客拍摄氛围感照片、发布社交平台，依托幸福路自带的话题属性与魔都 Citywalk 流量圈层激发 UGC 扩散。项目意义在于以在地化情感叙事，唤醒大众对嘉顿经典饼干、生命面包的怀旧记忆，打破老牌烘焙品牌的年龄圈层壁垒，用温柔浪漫的轻互动体验，向年轻群体传递 “幸福不必二选一” 的生活主张，在城市街区场景建立品牌温暖共情的新认知，完成百年品牌年轻化情感种草。

Garden “Happiness Road” pop-up is located at M+ Xingfuli, Changning District, Shanghai. Launched as part of the brand’s centenary campaign, it draws on Garden’s heritage dating back to 1926, a Hong Kong bakery brand embedded in collective food memories. Centered on the theme “You can have both love and bread”, the project transforms the literal name of Xingfuli into a continuous, immersive Citywalk route, shifting from a sales-focused pop-up to an emotional experience that materialises ordinary warmth.

The space echoes the local plane-tree streetscape with a soft, healing palette of cream, warm yellow and signature brand red. The linear journey includes a bakery mirror wall, happiness zebra crossing, receipt printer, vintage newspaper photo booth and centenary “100” installation. Constructed with lightweight structures, mirror panels, UV soft film and interactive mechanical modules, the design features easy outdoor assembly and low visual intrusion. The mirror wall amplifies pastry visuals, while the ground-marked zebra crossing reinforces the narrative of walking down the road of happiness.

During the activation, visitors enjoy free check-in, product tasting and stamp collection for limited gifts. On-site experience is tightly linked to social marketing: shareable content triggers UGC, leveraging the popularity of Xingfuli among urban wanderers. The activation rekindles nostalgia for Garden’s classic biscuits and Life Bread, bridges generational gaps for the heritage brand, and communicates the idea that happiness is not an either-or choice. It builds tender emotional recognition among young audiences and delivers soft brand planting within the urban streetscape.

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