娇兰乌镇戏剧节

娇兰乌镇戏剧节 蓝调时刻 戏梦成真

2026年10月15日-2026年10月25日

嘉兴 乌镇西栅

项目预告

项目传播

项目现场

法国娇兰「蓝调时刻 戏梦成真」限时艺术空间落地乌镇西栅，活动周期 10.15–10.25，是品牌第二年携手乌镇戏剧节打造的沉浸式香氛艺术项目，以经典 L’Heure Bleue 蓝调淡香精为核心叙事载体。娇兰自 1828 年创立便深度联结戏剧、文学等艺术领域，蓝调香氛灵感取自昼夜交替转瞬即逝的蓝调时分，本次项目将法式香氛美学嵌入江南水乡肌理，以戏剧节的 “入梦、观戏、落幕” 叙事逻辑，完成香、光、景融合的感官体验，打通百年香氛世家与当代戏剧艺术的文化对话。

空间选址西栅临水古宅，保留白墙木构原生建筑基底，造型以暮色蓝紫渐变为主色调，大量运用鸢尾花艺、半透蓝纱装置，在临水区域搭建巨型香瓶艺术装置，水面倒影放大蓝调氛围感；室内划分香源档案回廊、蓝调光影闻香厅、戏剧互动打卡区，柔光模拟黄昏蓝调天光，搭配香氛扩香系统，实现视觉、嗅觉同步叙事。

制作上尊重古建保护要求，采用轻量化装配式装置，不破坏老宅原有木构与墙体，蓝纱装置手工塑形，花艺造景随水乡湿度做养护适配，人模与陈列道具融合江南建筑线条与法式复古瓶器形态，兼顾古迹场地限制、沉浸式氛围与打卡出片。活动期内容包含香氛历史展、蓝调香调闻香体验、戏剧主题沙龙、限定香礼兑换，面向戏剧节观众、媒体与艺术 KOL 开放。

线下现场与营销传播深度绑定，依托乌镇戏剧节自带文艺流量，媒体预览释放水乡蓝调大片，艺术家、演员、KOL 探访产出内容，游客打卡生成小红书 UGC，以 #我的蓝调时刻# 为主话题扩散，把古镇实景空间作为原生内容场域，将戏剧艺术圈层影响力转化为大众香氛种草，既重塑 L’Heure Bleue 蓝调的诗意产品认知，也强化娇兰艺术香氛的品牌定位，形成线下体验、内容传播、品牌文化输出的完整闭环。

Guerlain “Blue Hour・Dream of Theatre” immersive art space is set in Xizha, Wuzhen, running from Oct 15 to 25. It marks the second year of Guerlain’s partnership with Wuzhen Theatre Festival, themed around its iconic L’Heure Bleue fragrance. Founded in 1828, Guerlain has long intertwined with theatre and fine arts. L’Heure Bleue draws inspiration from the fleeting twilight blue hour between day and night. Rooted in ancient water town scenery, the project adopts the narrative rhythm of “dreaming, watching drama and curtain fall”, merging French perfumery with oriental water-town aesthetics to build multi-sensory experience and bridge heritage fragrance art and contemporary theatre culture. Hosted inside a historic waterside residence, the venue retains original white walls and timber frames.

The space palette evolves around twilight blue and violet, decorated with iris botanicals and translucent blue fabric installations. Giant perfume bottle art installation sits by water, with reflections doubling the blue-hour atmosphere. Indoor zones include fragrance archive corridor, blue-hour light-and-scent hall and theatre-themed photo area. Soft lighting mimics dusk glow, paired with diffuser systems to deliver combined visual and olfactory storytelling. Built with lightweight prefabricated components to protect heritage structure without damaging ancient woodwork. Hand-shaped sheer blue fabric and humidity-adapted floral arrangements are applied.

Displays blend Jiangnan architectural lines and vintage French bottle silhouettes, balancing heritage constraints, atmosphere and social photo value. On-site programmes cover fragrance archive exhibition, L’Heure Bleue scent tasting, theatre salons and limited gift redemption for festival visitors, media and art KOLs. Offline experience is tightly coupled with marketing. Leveraging the festival’s art audience, preview visuals, artist and celebrity visits plus visitor UGC spread on Xiaohongshu under campaign hashtag.

The waterside venue acts as native content generator, converting theatre community influence into fragrance seeding. It refreshes public perception of L’Heure Bleue and consolidates Guerlain’s positioning as an artistic perfume house, completing a full loop of on-site immersion, social communication and brand heritage delivery.

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