gubi x MINISO CHOUCHOU自然系餐厅

gubi x MINISO CHOUCHOU自然系餐厅

2026年10月25日-2026年11月21日

上海 gubi

项目预告

项目现场

GUBI × MINISO CHOUCHOU「自然系餐厅」限时体验空间落地上海，作为丹麦经典家居品牌 GUBI 与 MINISO 原创治愈 IP CHOUCHOU 的跨界共创项目，以自然共生为核心命题，将北欧极简家居美学、有机形态设计与 CHOUCHOU 小精灵温柔治愈的自然叙事相融。CHOUCHOU 设定为栖居于城市缝隙、贴近草木的精灵形象，主打松弛、原生、温柔的情绪表达；而 GUBI 深耕北欧现代设计，擅长以有机曲线、天然材质打造静谧日常场景，本次合作跳出常规 IP 快闪零售模式，以餐厅为载体，构建一处可供休憩、用餐、打卡、感受器物与 IP 共生的自然餐食场域。

整体空间以浅原木、燕麦、苔藓绿为主色调，造型语言提取 GUBI 经典家具的柔和弧面，搭配起伏如草甸、林间小丘的微地形装置，弱化生硬边界；CHOUCHOU 精灵形象不做夸张巨型化，以低饱和度植绒雕塑、小型摆件隐匿于餐台、窗沿与绿植群落之间，划分林间餐食区、GUBI 家具陈列区、CHOUCHOU 灵感角、限定周边零售区四大板块，访客如同走入被精灵栖息的林间小馆。

制作上大量采用可循环原木板材、水洗微水泥、针织软包、仿真苔藓与柔光漫射灯膜，搭配 GUBI 原版经典座椅、餐桌落地陈设，模块化结构便于快速搭建与拆除，兼顾餐饮业态的消防、卫生规范，温润天然材质、流畅家具曲线与 IP 手作肌理形成层次丰富的触感对话，自然光与漫射灯光交织，弱化商业感，营造松弛的林间氛围感。现场提供限定自然主题餐品与特调，设置 IP 手作体验、设计师分享，联动 CHOUCHOU 新品首发，将用餐转化为沉浸式美学体验。

活动内容与传播营销深度绑定，柔和治愈的林间餐厅场景高度适配小红书、短视频的治愈向种草，前期释放空间预告、联名大片、餐品剧透蓄水流量，博主、食客产出氛围感 UGC，线上种草引导预约到店打卡用餐，线下体验带动联名周边转化，形成预热引流、到店体验、自发传播、商品转化的闭环。

项目意义在于打通高端家居、原创潮玩 IP、轻餐饮三种业态，让 GUBI 跳出单纯家具展示，让 CHOUCHOU 脱离毛绒盲盒的单一标签，以自然生活场景传递治愈理念，为大众展示日常家居美学的落地可能性，探索平价原创 IP 与国际经典家居品牌跨界的差异化路径。

The GUBI × MINISO CHOUCHOU “Nature Bistro” pop-up space opens in Shanghai. This cross-border collaboration pairs GUBI, the iconic Danish furniture brand, with CHOUCHOU, MINISO’s original soothing IP, built around the theme of coexistence with nature. It merges Nordic minimalist furniture aesthetics and organic forms with the tender narrative of CHOUCHOU, the little forest spirits.

Designed as gentle beings dwelling among urban plants, CHOUCHOU conveys quiet comfort, while GUBI’s design heritage lies in soft silhouettes and natural materials for serene everyday living. Moving beyond standard IP merchandise pop-ups, the project adopts a bistro format to create an integrated venue for dining, rest and aesthetic appreciation.

The palette centres on light timber, oat and moss green. Spatial forms draw soft curved lines from GUBI classics, paired with undulating terrain installations resembling meadows and low hillocks to erase rigid boundaries. Instead of oversized sculptures, CHOUCHOU figures appear subtly as low-saturation flocked statuettes tucked among tables, windows and greenery. The layout comprises four zones: woodland dining area, GUBI furniture showcase, CHOUCHOU inspiration nook and limited-edition retail corner, evoking a quiet forest bistro inhabited by gentle spirits.

Constructed with recyclable timber panels, washed micro-cement, knitted upholstery, moss textures and soft diffused lighting, the installation features authentic GUBI seating and dining pieces. Modular assemblies enable efficient setup and teardown while meeting catering safety and fire regulations. Warm raw materials, fluid furniture contours and hand-finished IP textures create layered tactile harmony, enhanced by blended natural and diffused light to soften commercial tension. The venue serves nature-themed set menus and signature drinks, alongside IP craft workshops and design talks, supporting the new CHOUCHOU product launch and turning dining into immersive aesthetic experience.

Programming and marketing are tightly aligned. The calm, healing woodland bistro aesthetic is highly shareable for soothing lifestyle content on Xiaohongshu and short-video platforms. Pre-launch teasers, campaign visuals and menu previews build anticipation. Diners and creators generate atmospheric UGC, driving reservations and retail conversion, forming a full loop of pre-event hype, on-site visitation, organic sharing and merchandise sales.

This project bridges high-end furniture, original toy IP and casual F&B. It liberates GUBI from static furniture display and expands CHOUCHOU beyond plush blind boxes, delivering comfort through everyday domestic scenes. It demonstrates how premium design can meet accessible original IP, exploring a distinctive cross-category creative formula.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识