話梅市集3.0

2026年04月29日-2026年06月28日

上海 安福路322号

项目预告

项目传播

项目现场

2026年，話梅市集3.0以「推门见新香」为主题，于核心商圈打造全球小众香氛美学市集，标志着这一以仓储式美妆零售闻名的本土先锋平台，首次将嗅觉策展从单一货架陈列升维为沉浸式气味展演。项目以「气味展演+买手共创」为核心定位，集结意大利、日本、泰国、法国等30余个全球小众香氛品牌、300余款单品（含「金桂奖」获奖香氛），并首次将香水、洗护与彩妆三大品类熔铸为一体化嗅觉美学体验。

空间设计层面，项目以五大沉浸式闻香空间构建递进式感官动线：「气味长廊」以彩色半透膜隔断制造光影随香气流动的氛围场域，成为高传播性的出片圣地；「试香吧台」由专业调香师驻场，将免费试香与定制建议转化为一对一的嗅觉咨询仪式；「复古香氛陈列区」延续話梅标志性的工业风仓储美学，以暖光与金属货架重构小众香氛的收藏感；「气味影像厅」则通过全球香料产地短片循环播放，将抽象的调香溯源转化为可视化的沉浸叙事。制作层面，品类扩展策略打破传统香水市集的单一维度，以「一站式嗅觉+美学体验」覆盖从个人香氛到身体护理的全场景需求。

此次市集不仅是小众香氛的集中展销，更是話梅以「气味策展人」身份重构美妆零售空间价值的宣言——通过将全球香气地图嵌入城市商业体，为本土美妆集合店如何以沉浸式策展激活Z世代的感官消费与社交分享，提供了极具嗅觉张力的行业范本。

In 2026, HARMAY MARKET 3.0 unveiled the "Push the Door, Discover New Scents" global niche fragrance aesthetic market, marking the first elevation by this本土pioneer platform—renowned for warehouse-style beauty retail—from single-shelf fragrance merchandising to immersive scent performance. Anchored on the positioning of "scent performance + buyer co-creation," the project gathered 30+ global niche fragrance brands from Italy, Japan, Thailand, and France, presenting 300+ SKUs including "Golden Osmanthus Award" winners, while for the first time fusing perfume, body care, and color cosmetics into an integrated olfactory aesthetic experience.

Spatially, five immersive scent zones construct a progressive sensory circulation: the "Scent Corridor" employs colored semi-transparent film partitions to create an atmospheric field where light and shadow flow with fragrance, becoming a high-virality photo destination; the "Fragrance Bar" stations professional perfumers to convert complimentary trials into one-on-one olfactory consultation rituals; the "Retro Fragrance Display" continues HARMAY's signature industrial warehouse aesthetic, reconstructing the collectible aura of niche scents through warm lighting and metal shelving; while the "Scent Cinema" transforms abstract fragrance provenance into visual immersive narrative through looping short films of global spice origins. Execution-wise, the category expansion strategy breaks the single-dimensional logic of traditional fragrance markets, covering full-scenario needs from personal scent to body care through a "one-stop olfactory + aesthetic experience."

Beyond a niche fragrance showcase, this market serves as HARMAY's manifesto reconstructing beauty retail spatial value through the identity of "scent curator"—embedding a global fragrance map within urban commercial complexes to offer an olfactorily compelling industry benchmark for how本土beauty collection stores can activate Gen Z sensory consumption and social sharing through immersive curation.

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