祖玛珑「海盐与佛手柑」限时快闪

祖玛珑「海盐与佛手柑」限时快闪

2026年10月01日-2026年10月07日

成都 太古里 马家巷&东里

项目现场

祖玛珑「海盐与佛手柑」限时快闪于 2026 年 10 月 1 日至 10 月 7 日落地成都太古里马家巷与东里。本次快闪以全新上市的「海盐与佛手柑」香氛为核心，将英国凯尔特海的海风、海浪与矿物气息融入城市街区，打造了一场兼具清冽香气与趣味互动的英伦海滨漫游体验，是国庆期间极具治愈感与出片率的免费打卡地。

现场空间以英伦海岸为灵感基调，巧妙融合了礁石、灯塔与海滨小屋等自然元素，将户外的海岸场景搬进太古里的街巷中。超吸睛的海岸礁石装置与灯塔美陈错落分布，搭配海风香气与清冷色调，营造出仿佛置身英国西南海域的松弛氛围。整体设计摒弃了传统快闪的封闭感，让清冽的海盐香气与太古里的街头潮流自然交织，随手一拍就能定格充满清冷高级感与度假气息的大片。

现场互动玩法丰富且充满巧思，建议按照以下动线解锁。你可以近距离沉浸式嗅闻全新「海盐与佛手柑」的香气，感受佛手柑的清新开场、海盐的清冽矿物感与浮木的温润收尾。参与「寻怪启事」AR 寻宝互动，拿着专属报刊穿梭在海岸礁石、灯塔与海滨小屋间扫描触发 AR，集齐海怪印记即可领取限定小礼物（如身体乳和冰箱贴）。此外，现场还联动了 0566 珈琲製作所推出限定海盐咖啡，清冽的海盐混着佛手柑的香气，像迎面撞进咸润海风里，非常适合边喝边逛。

本次“海盐与佛手柑”快闪是祖玛珑在香氛新品营销与线下场景体验上的一次重要落地，标志着品牌从单一的产品展示向“沉浸式五感疗愈体验”的全面转型。通过将英国海岸的自然气息与 AR 互动、限定咖啡结合，祖玛珑不仅将香水从“嗅觉单品”升级为“承载松弛感与情绪价值的载体”，更传递了“在城市中纵身入浪，唤醒感官”的品牌态度。这种将自然香氛、科技互动与城市街区深度融合的策展方式，为奢侈美妆品牌在核心商圈的线下体验创新提供了极具参考价值的范本。

Hosted from October 1 to 7, 2026, at Majia Lane and East Lane of Chengdu Taikoo Li, Jo Malone London’s limited-time “Sea Salt & Bergamot” pop-up centers on the brand’s newly launched fragrance. Drawing inspiration from the natural scenery and mineral atmosphere of Britain’s Celtic coast, the project introduces British coastal aesthetics into urban trendy streets, creating a healing and highly shareable immersive experience during the National Day holiday.

As fragrance consumption evolves from single olfactory perception to multi-sensory emotional experience, luxury perfume brands are gradually moving beyond static counter display. This pop-up marks Jo Malone London’s key strategic transformation toward lifestyle-oriented and scenario-based marketing, making full use of Taikoo Li’s open block layout to break traditional commercial boundaries and integrate products, aesthetics, interactive gameplay and urban context. In terms of spatial styling and on-site production, the design is inspired by Britain’s southwest coastline, incorporating simulated reef installations, lighthouse decorations and seaside hut elements. With a cold and refreshing color palette and scattered landscape layout, the venue restores the relaxed atmosphere of a coastal resort. Abandoning enclosed exhibition booths, the open street-style design blends naturally with the urban block vibe. Equipped with a full-space fragrance diffusion system, the venue presents layered olfactory experiences, including fresh bergamot top notes, crisp sea salt mineral middle notes and warm driftwood base notes. Adopting lightweight modular installation construction, the project efficiently builds a complete coastal narrative scene with excellent visual texture and spatial compatibility.

During the event, diverse interactive experiences are launched. Visitors can immerse themselves in fragrance tasting and participate in the innovative AR treasure-hunting game “Monster Search Notice”. By scanning themed scenes with exclusive newspapers to collect marks, visitors can redeem limited gifts. The brand also collaborates with local coffee shops to launch exclusive sea salt & bergamot specialty drinks, realizing cross-border integration of fragrance aesthetics and daily lifestyle. In terms of project significance and marketing communication, the distinctive open coastal scene, entertaining AR interaction and limited cross-border benefits deliver outstanding social communication value, motivating visitors and fashion influencers to generate massive UGC content and viral online exposure. The offline multi-sensory experience strengthens product memory and the brand’s relaxing, healing tonality, while online popularity continuously drives offline foot traffic, forming a complete marketing closed loop. This project fully realizes Jo Malone London’s upgrade from single product display to immersive emotional value output, providing a valuable innovative model for high-end fragrance brands to carry out experiential marketing in core urban business districts.

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