【上海新天地】「欢GOAL聚一夏」主题活动

2026年06月12日-2026年07月20日

上海 新天地时尚中心

项目传播

项目现场

2026年6月12日至7月20日，上海新天地携手抖音生活服务乐活上海重磅打造「欢GOAL聚一夏」夏日主题活动，依托年度国际足球赛事热潮，深度融合专业足球文化与都市夏日休闲生活方式，构建多元化、全场景的城市夏日嘉年华项目。本次活动为期近四十天，整体内容架构丰富完整，涵盖六大特色主题快闪空间、近二十场国际风情演艺与花式足球主题演出，同时联动街区全域超四十家品牌商户，创新打造“看球+吃喝玩乐”一体化沉浸式消费体验，面向城市游客、年轻潮流群体、休闲市民打造专属夏日欢聚场景，打破传统赛事活动单一观赛的固化模式，实现体育氛围、商业消费、城市社交、内容传播的多维融合。在空间与造型规划上，项目贯穿上海新天地全域街区，多点位分层打造差异化主题场景，形成联动统一的赛事氛围体系。

核心亮点「传奇战袍」世界豪门经典球衣展以珍藏级足球藏品为核心，陈列足坛巨星亲签球衣、重大赛事落场球衣等稀缺展品，打造极具专业质感的足球文化展区；新天地时尚一期户外广场落地阿迪达斯世界杯主题快闪空间，围绕2026 FIFA世界杯国家队客场球衣新品，以复古足球美学为视觉核心，串联街头潮流、赛事观赛与夏日消费场景；东台里街区打造「热血橱窗」足球OOTD主题橱窗，将足球潮流穿搭与街区商业场景深度结合，搭配AMAM「假日启航」、M·A·C魅可「水漾镜界」两大特色限时概念店，六大快闪空间风格互补、全域串联，兼顾运动热血氛围、潮流时尚质感与夏日松弛氛围。同时场地全域布设轻量化趣味互动场景，开放顶球训练、桌上足球挑战、桌下足球对抗、球队投票四大沉浸式互动挑战，以低门槛趣味玩法适配全年龄段人群体验。

在制作落地层面，项目采用街区轻量化模块化快闪搭建模式，各主题展厅、品牌快闪空间、橱窗美陈、互动装置均采用可快速搭建、灵活适配街区动线的装配式结构，贴合新天地开放式街区的商业特质，不破坏原有街区风貌，同时适配多品牌、多主题、长期限时运营的活动需求。各点位视觉统一围绕足球赛事潮流调性设计，兼顾文化展陈专业性、品牌主题独特性与街区整体氛围感，互动打卡、集章兑礼体系标准化落地，保障全周期活动流畅运营。

从项目背景与核心意义来看，本次活动借力2026国际足球赛事全民热度，将专业体育文化下沉至城市商业街区，把赛场竞技氛围转化为市民可参与、可体验、可消费的夏日生活场景。通过全域商户联动、多主题空间打造与常态化演艺互动，有效激活上海新天地夏日夜间客流与街区商业活力，丰富了商业体“体育+潮流+休闲”的内容业态，持续强化项目年轻化、潮流化、社交化的商业标签，真正诠释“生活总有新天地”的品牌内核，成为上海城市夏日体育文旅与商业融合的标杆性主题活动。

From June 12 to July 20, 2026, Shanghai Xintiandi jointly launched the summer-themed campaign "Goal All Summer" with Douyin Local Life · Lehuo Shanghai. Capitalizing on the booming popularity of international football tournaments, the project integrates authentic football culture with modern urban summer lifestyles to create a diversified urban carnival lasting nearly 40 days. The comprehensive event system consists of six themed pop-up spaces, nearly 20 international style performances and freestyle football shows, and unifies more than 40 local merchants and brands across the block. It innovatively builds an integrated experiential model combining football watching, dining, entertainment and shopping, breaking the traditional single-format sports event and realizing the multi-dimensional integration of sports atmosphere, commercial consumption, urban social interaction and online content communication for citizens and tourists. In terms of spatial layout and visual styling, the campaign covers the entire open block of Shanghai Xintiandi with hierarchical and differentiated themed scenarios.

The highlight "Legendary Jerseys" exhibition displays precious collections including superstar signed jerseys and official match-worn jerseys from top tournaments, forming a professional football culture exhibition area. The adidas World Cup themed pop-up is located at the outdoor plaza of Xintiandi Style Phase I. Centered on the new 2026 FIFA World Cup away jerseys, the space adopts retro football aesthetics to connect tournament passion, street trend and summer consumption scenarios. The "Passionate Window" football OOTD themed windows in Dongtaili blend football fashion with commercial street aesthetics.

Complemented by AMAM and M·A·C limited-time concept stores, the six interconnected pop-up spaces deliver a unified yet diverse summer trendy atmosphere. Low-threshold interactive challenges including heading training, table football, under-table football confrontation and team voting are open to all visitors, allowing people of all ages to experience the charm of football in a relaxing gameplay. In terms of on-site production and execution, the whole project adopts a lightweight modular pop-up construction system. All exhibition areas, brand pop-up installations, window displays and interactive facilities are prefabricated and flexibly assembled, adapting to the open-block layout and long-term temporary operation requirements without damaging the original urban style of Xintiandi. Each venue maintains a unified trendy sports tone while highlighting exclusive brand characteristics, with standardized check-in and reward systems ensuring stable and high-quality operation throughout the entire campaign. In terms of historical background and project significance, the event transfers the popularity of international football tournaments from professional stadiums to urban commercial spaces and daily life.

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