HEATTECH温暖生活「第一站」

HEATTECH温暖生活「第一站」

2026年10月17日-2026年10月18日

上海 北外滩国客中心

项目传播

项目现场

本项目是优衣库 UNIQLO 在上海北外滩国客中心滨江打造的 HEATTECH 温暖生活「第一站」户外限时体验空间，作为秋冬新品首发与双 11 前置营销项目。HEATTECH 诞生已有 23 年，依托东丽合作研发的吸湿发热面料技术，从基础保暖内衣迭代为兼具质感、多场景穿搭属性的秋冬核心单品，本季推出轻舒暖、多舒暖羊绒款、高舒暖三大梯度保暖产品线，新增 U 领版型与丰富色彩，打破传统保暖衣仅作为内层打底的刻板印象。

场地坐拥黄浦江岸视野，直面陆家嘴城市天际线，整体空间以模块化箱型装置为主体，标志性巨型红色 UNIQLO 与 HEATTECH 立方体装置作为视觉核心，划分热能探秘、柔暖之境、生活驿站三大体验区；造型采用明快红、暖橙与浅粉低饱和色块拼接，通透围挡将江景纳入场景，日间自然光与夜间灯光装置形成昼夜双重视觉效果。

制作选用轻量化装配式户外展具，便于快速搭建拆除，适配滨江露天场地环境，热能探秘区搭载交互式光影装置可视化演示吸湿发热原理，柔暖之境设置面料触摸展台，让访客直观感受 9% 羊绒混纺面料触感，生活驿站以多场景人模陈列呈现通勤、休闲、户外等叠穿方案。活动期设置穿搭体验、面料触感互动、舞台爵士演出、打卡集礼等内容，把面料科技转化为可触摸、可视化的沉浸式体验。

线下现场与传播营销形成联动闭环，前期品牌官方渠道释放滨江预热素材，邀约时尚媒体、穿搭 KOL 到场拍摄，依托陆家嘴地标背景打造高传播性打卡场景，引导访客产出 UGC 内容投放小红书、抖音，线上同步联动天猫双 11 预售活动，将线下空间流量转化为电商种草。

项目意义在于将 HEATTECH 从功能性内衣升级为秋冬穿搭单品，把抽象面料科技具象化，借助北外滩滨江城市地标扩大声量，传递 LifeWear 服适人生理念，建立 “轻薄、温暖、可外穿” 的全新产品心智，完成秋冬新品上市与大促预热的品牌营销闭环。

This project is UNIQLO’s outdoor limited-time experience site HEATTECH Warm Life・First Stop at Shanghai North Bund Guoke Center Riverside, serving as the pre-campaign launch for autumn & winter new collection and Double 11. With a 23-year heritage, HEATTECH is co-developed with Toray using moisture-absorbing heat-generating fabric technology.

Evolving from basic thermal underwear into versatile daily essentials, this season’s lineup includes three warmth grades: Light, Extra Warm with cashmere blend and Ultra Warm, with new U-neck cuts and rich colours to break stereotypes of thermal wear only as inner layers. The venue overlooks Huangpu River and Lujiazui skyline. Modular cubic installations form the core, with giant red UNIQLO and HEATTECH cube landmarks. The site is divided into three zones: Heat Discovery, Soft Warm Realm and Life Station.

The design combines bold red, warm orange and pale pink panels. Transparent barriers integrate river view into the scene, delivering distinct visuals by day and night. Lightweight modular fixtures allow rapid assembly and disassembly for open riverside environment. Interactive light installations visualize heat-generating mechanism; touch stations let visitors feel 9% cashmere fabric; mannequins in Life Station demonstrate layering for commute, leisure and outdoor scenarios.

On-site activities cover fabric trials, styling experience, jazz live performance and gift collection, translating textile technology into tangible immersive experience. Marketing builds an integrated loop: pre-launch teasers on official channels, media and fashion KOL visits, photogenic skyline backdrops encourage UGC on Xiaohongshu and Douyin, while offline exposure drives traffic to Tmall Double 11 pre-sale.

The campaign upgrades HEATTECH positioning from functional underwear to fashion staples, materializes fabric technology, leverages North Bund landmark to amplify reach and communicate LifeWear philosophy. It builds consumer perception of “light, warm and wearable outer styling”, closing the marketing loop for new product launch and e-commerce promotion.

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